Customer Satisfaction Research Management: A Comprehensive Guide to Integrating Customer Loyalty and Satisfaction Metrics in the Management of Complex Organizations
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Writing for advanced service quality managers and marketing researchers involved in the management of customer satisfaction programs, Allen, a designer of customer satisfaction and market segmentation studies, explains aspects of customer satisfaction measurement, analysis, and implementation. He discuses the theoretical relationship between customer satisfaction and financial performance, then details specific applications of customer satisfaction programs. Familiarity with the psychometric aspects of customer satisfaction measurement, statistical analysis, and linkage research is assumed. Annotation ©2004 Book News, Inc., Portland, OR
List of FiguresixPrefacexiAcknowledgmentsxvChapter 1Customer Satisfaction, Retention, and Profitability1Introduction1History of Customer Satisfaction Research2Customer Satisfaction and Business Outcomes3An Intervening Variable: Customer Retention4Customer Satisfaction, Share, and Profitability6A Return on Quality Model8The ACSI Study12What Is Loyalty?14Chapter 2Tracking and Reporting Customer Satisfaction Metrics19Introduction19The Roles of Customer Satisfaction Measurement20The Customer Satisfaction Program Life Cycle21Reporting Issues27Customer Comment Data28Defining Loyalty Segments33Chapter 3Linking CSM to Management Incentives: Theoretical Foundation37Introduction37The Nature of Human Motivation38Needs-Based Theories of Motivation38Process Theories of Motivation43Reward and Recognition Programs46Customer Feedback in Incentive Systems51Relationship and Transaction Surveys53Hybrid Surveys58Summary58Chapter 4Linking CSM to Management Incentives: Quantitative Approaches59Introduction59Incentive Systems and Customer Satisfaction59Accommodating Measurement Error60Case Study: SuperCam Dealer Bonus Program62Summary72Chapter 5Implementing Key-Driver Results75Introduction75Derived Versus Stated Importance: Managerial Implications75Marginal Resource Allocation Models79Key-Driver Quantification80Bivariate Measures of Importance81Multivariate Measures of Importance82Multivariate Regression Models84Interaction Terms85Hierarchical Bayes Regression86Effects of Collinearity87Strategies for Dynamic Key Drivers91Summary95Chapter 6CRM and Customer Satisfaction97Introduction97CRM as a Business Strategy97CRM: The Promise99CRM: The Reality100Marketing Research Data and CRM103Customer Satisfaction Data and CRM106The Future of the CRM/CSM Relationship112Chapter 7Linking Customer Satisfaction to Business Outcomes115Introduction115Linkage Research Techniques116Direct Linkage Dependent Measures: Market Share119Direct Linkage Dependent Measures: Profitability121Cross-Sectional Linkage Techniques125Longitudinal Linkage Techniques128Summary130Chapter 8Managing Global CSM Projects133Introduction133Global Program Management134Data Collection Considerations138Telephone Surveys139Mail Surveys140Personal Interviews141The Internet142Interactive Voice Response (IVR)144Panels145Instrument Design146The Data Dictionary148Psychometric Issues: Cultural Bias154Chapter 9Linking Customer Feedback to Business Processes157Introduction157Key Drivers and Improvement Costs159Improvement Cost Functions167Managerial Strategies: Product Quality169Managerial Strategies: Service Quality174Summary175Chapter 10Creating and Managing Loyalty Segments177Introduction177Loyalty: Operational Definitions177Loyalty Segment Drivers179Assessing Driver Homogeneity180Introduction to Binary Logistic Regression182Case Study: MNL Regression and Loyalty Segments187Traditional Model Development189MNL Model Development192Segment Dynamics Forecasting193Implementation Issues195Implications for Incentive Systems196Future Directions197Appendix ACustomer Satisfaction Data Analysis Tips199Introduction199Documentation199Data Management201Validation202Appendix BUseful Statistical Tests for Customer Satisfaction Research205Role of Inferential Statistics205Finite Population Correction Factor211Glossary217References233Index239
