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Research papers

Keeping up with the mobile telephone customer

The paper describes the progress of the mobile telephone market in the United Kingdom and the use of different research techniques employed to measure and develop this dynamic market sector. Using working examples the advantages and disadvantages of...

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place
Author: Colin Shaddick
June 15, 1996

Research papers

Prediction of customer segments with Neural Nets

The process of categorising customers is traditionally based on simple slotting procedures or more extensive survey data. The first procedure might be inaccurate and/or uncertain, the latter complicated, time- consuming, and most of all expensive. It...

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place
Authors: Knut Kvaal, Harald Djupvik
June 15, 1996

Research papers

Adapting products to preference profiles

Some people may think that developing a segmentation model is plain and simple. This paper shows that there are a lot of choices and options, and not all of them are obvious. What should be the main focus of the model, what sort of data collection...

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place
Authors: Harald Djupvik, Svein Roar Hult, Jon Martin Denstadli
June 15, 1996

Research papers

Marketing for new technologies

Information Technologies can be considered as a single market, constituted by many interdependent market areas. It is a multidisciplinary market, more and more complex to understand from a technological point of view but also from a marketing point...

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place
Author: Luc Rouach
Company: MSM
June 15, 1996

Research papers

Big talk, small talk

This paper outlines the semiotic/cultural analysis and qualitative research that went towards the creation of British Telecom's high- profile 'It's good to talk' advertising campaign. It charts the development of a culturally complex research and...

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place
Author: Monty Alexander
June 15, 1996

Research papers

Market potential

Deregulation is creating competition in the communications industry, allowing telephone service providers, media companies and other firms to offer everything from local telephone services to video-on-demand. Businesses are especially being targeted...

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place
Authors: Steven H. Cohen, Donald A. Anderson, Jill Hesser
June 15, 1996

Research papers

Pulling down the walls of the tower

This paper describes a customer satisfaction programme carried out for Telewest Communication. It focuses on the initial selling of the survey to the internal clients and the communication of the results to the different audiences within Telewest....

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place
Authors: Liz Judson, Alex Johnston
June 15, 1996

Research papers

Beyond customer satisfaction

This paper outlines the development of a customer loyalty programme for the residential customers of the major supplier of telecommunications services in New Zealand. The paper considers the business environment and context that prompted the...

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place
Authors: Kate Waterhouse, Malcolm Law
June 15, 1996

Research papers

Customer handling

This paper covers the factors which drive satisfaction or dissatisfaction with service events (such as fault repairs or complaints) where the customer has had contact with BT. It considers how the company can increase satisfaction through improved...

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place
Authors: Ric Tizard, Stephen Link
Company: FDS International Ltd
June 15, 1996