Know your customer: new approaches to understanding customer value and satisfaction
Gespeichert in:
| Beteiligte Personen: | , |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
Malden, Mass. [u.a.]
Blackwell Business
1996
|
| Schlagwörter: | |
| Links: | http://www.gbv.de/dms/bowker/toc/9781557865533.pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024162996&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Beschreibung: | Includes bibliographical references and index |
| Umfang: | XVII, 338 S. graph. Darst. 21 cm |
| ISBN: | 1557865531 9781557865533 |
Internformat
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
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| 049 | |a DE-91G | ||
| 084 | |a WIR 810f |2 stub | ||
| 100 | 1 | |a Woodruff, Robert B. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Know your customer |b new approaches to understanding customer value and satisfaction |c Robert B. Woodruff ; Sarah Fisher Gardial |
| 264 | 1 | |a Malden, Mass. [u.a.] |b Blackwell Business |c 1996 | |
| 300 | |a XVII, 338 S. |b graph. Darst. |c 21 cm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references and index | ||
| 653 | |a Consumers' preferences | ||
| 653 | |a Consumer satisfaction | ||
| 653 | |a Quality of products | ||
| 653 | |a Management | ||
| 700 | 1 | |a Gardial, Sarah Fisher |e Verfasser |4 aut | |
| 856 | 4 | |m DE-601 |q pdf/application |u http://www.gbv.de/dms/bowker/toc/9781557865533.pdf |3 Inhaltsverzeichnis | |
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| 943 | 1 | |a oai:aleph.bib-bvb.de:BVB01-024162996 | |
Datensatz im Suchindex
| DE-BY-TUM_call_number | 0102 WIR 810f 2011 A 5382 |
|---|---|
| DE-BY-TUM_katkey | 1775514 |
| DE-BY-TUM_location | 01 |
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| adam_text | CONTENTS Preface xv
Section I: Build a Competitive Advantage by
Knowing Your Customer
Achieving a Competitive Advantage
Through Customer Value Delivery
1 Strategies 3
Introduction 4
Customer Value Delivery Slrategies 7
A Value Delivery Strategy Process 7
Gaining Advantage with Value Delivery 10
Competitive Advantage through Customer Value 12
Information
The Customer Value Determination Process 12
Customer Value Determination 13
Key Features of the CVD Process 15
Summary 1 ^
References 18
Notes 19
Glossary of Key Terms 20
Customer Value in Market Opportunity
2 Analysis Processes 22
Introduction 23
Approaches to Market Opportunity Analysis 27
Formal Models of Market Opportunily 28
Value Exchange System Model of Market Opportunity 30
An MOA Framework for Customer-Value-Oriented
Organizations 32
Positioning Customer Value Determination in an MOA 35
Customer Value Determination and Macroenvironmental
Analysis 35
Customer Value Determination and End-User Market
Definition 36
Customer Value Determination and Competitor Analyses 39
vii
Contents
Managing MOAs in Organizations 40
A Gaps Model of MOA Processes 40
Managing Ongoing MOA Processes 44
Summary 46
References 47
Notes 47
Section II: Learning About Customer Value
and Satisfaction
3 A New Perspective on Customer Value 51
Introduction 51
Defining Customer Value 54
Consumption Goals: Value in Use and Possession Value 55
The Consequences of Product Use 56
The Importance of Use Situation 59
Summary 63
The Customer Value Hierarchy 64
A Hierarchical View of Value 64
The Important Characteristics of the Hierarchy 70
Applying Customer Value Hierarchies in Practice 72
Summary 80
References 81
Note 83
Linking Customer Value to Customer
4 Satisfaction 84
Introduction 84
Customer Satisfaction Defined 86
The Expectancy-Disconfirmation Model 87
The Importance of Comparison Standards 90
Emotions 93
The Relationship Between Customer Value and Satisfaction 94
Customer Satisfaction is a Reaction to Value Received 94
Historical and Future Orientation 95
Particular Supplier Orientation 96
The Limitations of Customer Satisfaction Measures 98
Summary 103
References 103
viii
Contents
Know Your Customer Through
5 Customer Value Determination 105
Introduction 106
The Customer Value Determination Process 108
Identify Customer Value Dimensions 109
Determine Strategically Important Value Dimensions 111
Determine Customer Satisfaction with Value Delivery 111
Explore the Causes of Value Delivery Strengths and
Problems 112
Predict Changes in Customer Value 113
Coordinate the Phases in a CVD Process 115
Managing a Customer Value Determination Process 116
Design a CVD Process 116
Transforming CVD from a Process into a System 122
Applying CVD to Internal Customers 123
Summary 124
References 126
Notes 126
How Customer Value Determination
6 Improves Business Decisions 127
Introduction 128
Linking Customer Value Determination to Value Delivery 129
Customer Value from the Top Down 130
Using Customer Value Data to Orient Strategic Decisions 133
Product Development 133
Customer Service 137
Price 138
Promotion 139
Distribution 141
Value as a Performance Evaluation Tool 142
Value and Hiring Criteria 143
Value as a Training Tool 144
Using Customer Value Data to Achieve Interfunctional
Coordination 44
Getting the Most Impact from Value Determination Data 147
Managing the Dissemination of Data 148
Getting the Data to the Right Managers 149
The Timeliness of Data 150
Linking Value Data to Internal Processes 150
Linking Value Data to Reward Systems 151
ix
Contents
Linking Value Determination to Outcome Measures 151
Summary 152
References 153
Section III: Customer Value Determination Techniques
7 Measuring Customer Value 157
Introduction 157
Qualitative versus Quantitative Measures 158
Who Should Conduct the Research? 161
Who Should Be Interviewed? Identifying a Customer Sample 163
Sample Size Issues 163
Which Customers to Include 164
Weighing the Pros and Cons of Various Qualitative Research
Methods 167
Observation 168
Focus Groups 172
In-Depth Interviews 174
General Issues for Gathering Qualitative Customer Data 183
Establishing Rapport 183
Using Probes 186
Planning and Timing the Interview 188
Summary 189
References 190
Notes 190
8 Analyzing Customer Value Data 191
Introduction 192
A Process for Analyzing Customer Value Data 192
Preparing the Data for Analysis 194
Quantitative Analyses—the Grand Tour Method 195
Creating a Coding Scheme 196
Applying the Coding Scheme 197
Building a Data Set 197
Quantitative Analyses—Ladders 198
Breaking Down the Ladders 200
Aggregating the Data 200
Qualitative Analyses 204
Situation Analyses 206
x
Contents
Value Hierarchy Analyses 210
Additional Analyses 215
Importance Analysis 215
Input into Customer Satisfaction Surveys 217
Summary 218
References 219
9 Measuring Customer Satisfaction 220
Introduction 221
Learning From Current CSM Practice 223
Direct and Indirect CSM Methods 224
Building Systems that Integrate CSM Methods 228
Link Customer Satisfaction to Customer Value 229
Know Which Satisfaction Concept You Want to Measure 231
Improving Customer Satisfaction Measurement 234
Start with Value Dimensions that Are Important to
Customers 234
Measuring Customer Satisfaction 238
Summary 246
References 249
Notes 250
10 Analyzing Customer Satisfaction Data 251
Introduction 251
Some Preliminary Analysis of Satisfaction Survey Data 252
Analyze Data at the Segment or Customer Level 253
Validate The Qualitative Customer Value Research Results 254
Satisfaction and Dissatisfaction Diagnosis Analysis 255
Performance Analysis 256
Gap Analysis 260
Displaying Data for Diagnosis Analysis 263
Satisfaction and Dissatisfaction Cause Analysis 265
Complaints Data 265
Customer Interactions 266
Qualitative Research on Causes 267
Satisfaction Score Analysis 268
Calculating Satisfaction Scores 270
Analyzing Satisfaction Scores 272
Summary 274
References 275
Notes 275
xi
Contents
1 1 Predicting Customer Value Change 276
Introduction 277
Customer Value Is Dynamic 277
Customer Value Strategies Require Lead Time 278
Responding to Customer Value Change 279
Quick-Response Strategy 280
Predicting Customer Value Change 281
The Sources of Customer Value Change 282
The Forces Causing Customer Value Change 283
Build Your Own Framework 288
Predicting Customer Value 289
Build an Industry-Specific Causal Forces Framework 289
Monitor Each Customer Value Change Force 290
Forecast Each Change Force 293
Customer Value Change Prediction 295
From Predictions to Applications 297
Summary 298
References 300
Notes 301
Appendix I: The Coding Process 302
Developing and Using a Coding Scheme 302
Essential Elements of a Coding Scheme 302
Refining the Coding Scheme through Testing and
Iteration 305
Preparing a Transcript for Coding 306
Preparing the Coders 308
The Number of Coders 308
Training the Coders 308
Coding and Reconciling the Transcripts 311
Quality Control Concerns 314
Appendix II: Identifying Strategically
Important Customer Value Dimensions 315
Similarity Criterion 315
Actionability Criterion 318
Importance to Customers 319
Direct Measurement 319
Indirect Measurement 322
Applying Importance Criteria 323
References 324
Notes 324
xii
Contents
Appendix III: Customer Value Change
Forecasting Techniques 325
Trend Models 326
Causal or Descriptive Models 327
Round Table Consensus 328
The Delphi Technique 329
Decision-Tree Analysis 330
Choosing a Forecasting Technique 331
References 332
Notes 332
Index 333
xiii
|
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| id | DE-604.BV039145054 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T15:51:04Z |
| institution | BVB |
| isbn | 1557865531 9781557865533 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-024162996 |
| oclc_num | 832630282 |
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| owner | DE-91G DE-BY-TUM |
| owner_facet | DE-91G DE-BY-TUM |
| physical | XVII, 338 S. graph. Darst. 21 cm |
| publishDate | 1996 |
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| publishDateSort | 1996 |
| publisher | Blackwell Business |
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| spellingShingle | Woodruff, Robert B. Gardial, Sarah Fisher Know your customer new approaches to understanding customer value and satisfaction |
| title | Know your customer new approaches to understanding customer value and satisfaction |
| title_auth | Know your customer new approaches to understanding customer value and satisfaction |
| title_exact_search | Know your customer new approaches to understanding customer value and satisfaction |
| title_full | Know your customer new approaches to understanding customer value and satisfaction Robert B. Woodruff ; Sarah Fisher Gardial |
| title_fullStr | Know your customer new approaches to understanding customer value and satisfaction Robert B. Woodruff ; Sarah Fisher Gardial |
| title_full_unstemmed | Know your customer new approaches to understanding customer value and satisfaction Robert B. Woodruff ; Sarah Fisher Gardial |
| title_short | Know your customer |
| title_sort | know your customer new approaches to understanding customer value and satisfaction |
| title_sub | new approaches to understanding customer value and satisfaction |
| url | http://www.gbv.de/dms/bowker/toc/9781557865533.pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024162996&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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Teilbibliothek Mathematik & Informatik
| Signatur: |
0102 WIR 810f 2011 A 5382
Lageplan |
|---|---|
| Exemplar 1 | Ausleihbar Am Standort |