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| Tekijä: | Chudy, B. Sant, R. |
| Otsikko: | Customer driven competitive positioning: an approach towards developing an effective customer service strategy (Verbraucherforschung; Kunden) |
| Lehti: | Marketing and Research Today
1993 : SEP, VOL. 21:3, p. 155-169 |
| Asiasana: | |
| Vapaa asiasana: | KUNDENDIENST |
| Kieli: | eng |
| Tiivistelmä: | This paper 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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