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| Author: | Fischer, M. Hermann, A. Huber, F. |
| Title: | Return on Customer Satisfaction: wie rentabel sind Massnahmen zur Steigerung der Zufriedenheit? |
| Journal: | Zeitschrift für Betriebswirtschaft
2001 : OCT, VOL. 71:10, p. 1161-1190 |
| Index terms: | Consumer satisfaction Case studies |
| Freeterms: | Customer satisfaction |
| Language: | ger |
| Abstract: | This contribution shows an approach which enables the marketing manager to calculate the profitability of all activities for improving customer satisfaction. A profitability measure, the return on customer satisfaction (ROCS)-index, is derived, which can be integrated into any scorecard. An empirical study carried out in the German automotive industry based on 40 000 respondents demonstrates the usefulness of this approach. |
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