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| Author: | Chudy, B. Sant, R. |
| Title: | Customer driven competitive positioning - an approach towards developing an effective customer service strategy |
| Journal: | Marketing and Research Today
1993 : SEP, VOL. 21, p. 155-169 |
| Index terms: | CUSTOMERS SERVICE STRATEGY |
| Language: | eng |
| Abstract: | This paper was first presented at the ESOMAR Seminar on Customer Satisfaction in London in January 1993. It describes a sophisticated choice modelling technique for the manipulation of quantitative data on customers' needs, expectations, perceptions and strategies. The key questions and outputs from the model are described. A combination of gap analysis, relative importance and improvement priorities is used to highlight the most critical customer service aspects. A scenario testing facility is described which can be used to identify the impact of improved quality initiatives on customer loyalty and increased brand preference. |
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