search query: @author Desai, P. / total: 5
reference: 4 / 5
| Author: | Chu, W. Desai, P. |
| Title: | Channel coordination mechanisms for customer satisfaction |
| Journal: | Marketing Science
1995 : VOL. 14:4, p. 343-359 |
| Index terms: | CUSTOMERS MANUFACTURING INCENTIVES |
| Language: | eng |
| Abstract: | The authors consider two broad categories of incentives by which a manufacturer can motivate its retailers to provide high customer satisfaction: (1) manufacturer assistance that reduces the retailer's cost of providing customer satisfaction (CS assistance); and (2) customer satisfaction index (CSI) bonus. The authors show that if a retailer has a long-term orientation, CS assistance is a more effective coordination mechanism that induces the retailer to expend more effort at customer satisfaction. |
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