Search results for "customer equity"
showing 8 items of 8 documents
Customer relationship management: The evolving role of customer data
2013
Purpose – Customer relationship management (CRM) developed a separate identity as a result of companies utilising customer data in managing customer relationships. In this evolution, CRM became a heavily company-oriented construct: customer data were used instrumentally to serve companies’ purposes. However, as companies increasingly shift attention from selling products to serving customers, traditional CRM activities, such as segmentation and cross-selling, may prove inappropriate owing to their inherent orientation towards selling more products to customers. The perspective on customer data usage needs to better address the strategic goal of serving customers. Consequently, the purpose …
The Structure and Formation of Customer value in B-to-B Services
2017
This study investigates the hierarchical construct and the formation of customer value of b-to-b services. In-depth understanding of the construction of customer value and the effects of service quality on customer value are the key to effective development of b-to-b services. This quantitative study was conducted through the structured interview method among Finnish business organizations in early 2009. The data consisted of 90 qualified questionnaires. The customer value of b-to-b services was found to be composed of attribute and consequence levels. The dimensions of service quality influenced to differing degrees the formation of the attribute and consequence levels of the customer valu…
Perceived value, customer attitude and loyalty in retailing
2008
Customer perceived value has a subjective nature, since it means an evaluative judgment. In the literature, it has been noted that the value received by the consumer has a number of components that together determine its significance. The literature has also highlighted the existence of a relationship between perceived value and customer attitude, considering this variable an important determinant of customer loyalty. This paper tries to analyse the influence of the major components of perceived value on customer attitude and loyalty in several retail activities.
Impact of Service Quality Dimensions on the Formation of Customer Value in B to B Services
2013
PurposeCustomer and value‐oriented business strategies are increasingly important in the context of business to business services. However, little is known about the construction of customer value of B to B services. Also the influences of specific dimensions of service quality on customer value are open to debate. This study aims to explore the construction of customer value of B to B services, and to examine how specific dimensions of service quality contribute to customer value.Design/methodology/approachThe research data consists of 90 questionnaires which were collected through the structured interview method among Finnish business organizations. Hypothesis testing was conducted throug…
Customer-based brand equity building
2016
The marketing literature suggested that customers are adding incremental value to a product by its brand, conceptualizing this phenomenon in terms of brand equity. This article is a contribution to this area of study as it provides a new understanding of the process of brand equity building, when approached from the customer point of view. The empirical research is centred on the hospitality industry, more specifically, upscale (i.e. four- and five-star) hotels in Croatia. The data were collected from 475 guests in 24 upscale hotels. The results reveal that image and loyalty exert a direct impact on the overall brand equity, while the influence of trust and affective commitment is mediated…
The Impact of Brand Personality and Customer Satisfaction on Customer's Loyalty: Theoretical Approach and Findings of a Causal Analytical Study in th…
2003
For the past few years, companies within the telecommunication and media industry have been operating within the environment of digital convergence. Internet Service Providers especially are, therefore, confronted with a new competitive landscape, which is characterized by an increased complexity and dynamics. This development implies a need for change in the strategic alignment, a change away from transaction towards relationship orientation understanding loyal customers as an asset. In many different industrial and service providing sectors customer satisfaction is regarded as the key to customer loyalty. However, this relationship is influenced by several other variables, such as the con…
Customer satisfaction as an antecedent of price acceptance: results of an empirical study
2001
The goal of this current study is to extend customer satisfaction research in two important ways. First, it attempts to demonstrate the relationship between customer satisfaction and price acceptance. Second, as Voss, Parasuraman and Grewal claim that only a small proportion of the existant satisfaction research focuses on services, we empirically analyze the relationship between customer satisfaction and price acceptance in the hotel industry. Finally, the implications of the study’s findings for research into purchasing patterns and pricing policy are discussed.
Survey data and Bayesian analysis: a cost-efficient way to estimate customer equity
2014
We present a Bayesian framework for estimating the customer lifetime value (CLV) and the customer equity (CE) based on the purchasing behavior deducible from the market surveys on customer purchasing behavior. The proposed framework systematically addresses the challenges faced when the future value of customers is estimated based on survey data. The scarcity of the survey data and the sampling variance are countered by utilizing the prior information and quantifying the uncertainty of the CE and CLV estimates by posterior distributions. Furthermore, information on the purchase behavior of the customers of competitors available in the survey data is integrated to the framework. The introduc…