Robert B Woodruff, Sarah F Gardial

Know Your Customer

New Approaches to Understanding Customer Value and Satisfaction

• Broschiertes Buch

Produktbeschreibung

To meet increasing competition and the increasing demands of customers, Woodruff and Gardial argue that businesses must redesign and improve information processes to help managers learn about customers and markets, and these processes must be linked to key customer value dimensions. Know Your Customer incorporates newer approaches to customer value measurement into an new, integrated information process called customer value determination, basing satisfaction measurement on the concept of value. Every step of customer value determination is discussed in depth, with guides to both qualitative and quantitative measurement techniques. The book also discusses applications of customer value determination to decisions across the entire organization, ranging from strategic to tactical.

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Produktdetails

• Verlag: Wiley
• Seitenzahl: 360
• Erscheinungstermin: 3. Juni 1996
• Englisch
• Abmessung: 216mm x 140mm x 19mm
• Gewicht: 451g
• ISBN-13: 9781557865533
• ISBN-10: 1557865531
• Artikelnr.: 22351978

Autorenporträt

Dr. Woodruff is Distinguished Professor of Marketing at the University of Tennessee. He has published four books and over 40 articles on such topics as marketing management, market opportunity analyses, customer value and satisfaction, and consumer behaviour. Dr. Woodruff has worked with more than 20 organizations to help them with marketing planning, market analysis, and customer value and satisfaction measurement activities. He is also a speaker in management development programs. Dr. Gardials research interests are in the areas of customer value and satisfaction, situational influences in the buying and choice process, information processing, and consumer/salesperson interactions. She is an instructor in the executive training institutes conducted through the Management Development Center at the University of Tennessee, Knoxville. She has published articles from her research in journals such as the Journal of Consumer Research, Journal of Advertising, Marketing Letters, and the Journal of Satisfaction, Dissatisfaction and Complaining Behaviour.

Inhaltsangabe

Preface.
Part I: Building a Competitive Advantage by Knowing Your Customer:.
1. Achieving a Competitive Advantage Through Customer Value Delivery
Strategies.
2. Customer Value in Market Opportunity Analysis Processes.
Part II: Learning About Customer Value and Satisfaction:.
3. A New Perspective on Customer Value.
4. Linking Customer Value to Customer Satisfaction.
5. Know Your Customer Through Customer Value Determination.
6. How Customer Value Determination Improves Business Decisions.
Part III: Customer Value Determination Techniques:.
7. Measuring Customer Value.
8. Analyzing Customer Value Data.
9. Measuring Customer Satisfaction.
10. Analyzing Customer Satisfaction Data.
11. Predicting Customer Value Change.
Appendix I: The Coding Process.
Appendix II: Identifying Strategically Important Customer Value Dimensions.
Appendix III: Customer Value Change Forecasting Techniques.
Index.