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Research papers

Toward a common verbal scale of perceived quality

This research addresses a key issue of concern to the international users of customer satisfaction measurement (CSM) information. One of the benefits of CSM is that it offers a yardstick forjudging the performance of the company in becoming customer-...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Author: Lawrence A. Crosby
September 1, 1992

Research papers

Validity of consumer predicting variables used in marketing research (Spanish)

This paper presents the main findings obtained through a longitudinal study on housewives. Its main goal is to establish the predictive capacity of interbrand consumption that offers a series of variables or measuring instruments which have been...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Authors: Jose Luis Leon, Elena Olabarri
September 1, 1992

Research papers

Market to market influence

The paper introduces the concept of "market to market influence" as a new aspect of international marketing which requires further study. It is based on the Turkish experience. In the first two parts of the article the social movements which play a...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Author: Nezih H. Neyzi
Company: GfK
September 1, 1992

Research papers

The changing face of the Czechoslovak consumer 1988 - 1992

The subject of this paper is the process of evolution undergone by Czechoslovak consumers between 1988 and 1992. The development of expectations together with achieved realities of the Czechoslovak population in terms of living standards and patterns...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Authors: Mia Bartonova, Jana Bérová
September 1, 1992

Research papers

Psychographic analysis of the Mexican (Spanish)

The research had two main objectives: Get to know the typologies of the Mexican on one hand, and relate them with coffee consumption. 2688 interviews were taken house by house within 27 cities of the Mexican Republic. The main results obtained were...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Authors: Abraham Nadelsticher, Fausto Rivero
Company: Nestlé
September 1, 1992

Research papers

Lessons from a ten-year study of service quality in America

Excellent service is a profit strategy, and it is more fun. Excellent service is a profit strategy because it results in more new customers, more business with existing customers, fewer lost customers, more insulation from price competition, fewer...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Author: Leonard L. Berry
June 15, 1992

Research papers

Anticipating expectations

Three themes will have an increasing impact on consumer demand in the developed markets through the end of the decade:- Brand Value: Brands will become increasingly important to both marketers and consumers in the '90's as functional product...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Author: Alexander L. Biel
September 1, 1992

Research papers

Beyond judgements (German)

Marketing research often turns out to be a "killer of ideas and innovations" if the examination of products, concepts, etc. is restricted to the measurement of attitudes and consumer judgements. Within Europe, there is an increasing demand for...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Author: Ulrike Grabner
Company: IMAS International GmbH
September 1, 1992

Research papers

Defining and tracking consumer expectations

We define and measure expectations as being what people ideally would like in terms of the discriminating attributes of the choice category. For relevance in the interpretation of expectations it is necessary to view them for the individual and also...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Authors: Miriam Comber, Ian D. Greig
Company: Maritz Research
September 1, 1992