Abstract:
Both product and customer care impact company customer relationships. Management needs information on their performance and relationship with future business growth. A wide variety of opinions and scientific research exists on best indicators. After customer satisfaction, loyalty is presently at the forefront. Most studies have limitations, being either cross-sectional or based on aggregated data.Therefore Philips and Interview-NSS performed a large scale, longitudinal experimental study which tested Reichhel' opinion on the prevalence of 'Recommendation' as best indicator. The conclusion is recommendation scores are demonstrably related to future brand purchasing behavior, directly as well as indirectly.
Magazines
Research World (September 2006)
Catalogue: Research World 2006
Author: ESOMAR B.V.
 
September 1, 2006
Research Papers
Sponsorship
Catalogue: Seminar 1985: Below-The-Line And Sponsoring
Authors: Franz Kohl, Ton Otker
Company: Philips International
November 6, 1985
Research Papers
Managing corporate brands successfully
Catalogue: Congress 2005: Making A Difference
Authors: Oliver Hupp, Siegfried Högl
Company: GfK
September 21, 2005
