Resources Library by ANA

Managing customer relationship profitability

This paper focuses on customer relationships in retail banking. Understanding customer relationships and especially the profitability of them requires the development of new concepts and tools. The paper discusses some concepts and tools available to...

Catalogue: Seminar 1994: Banking And Insurance- From Recession To Recovery

Authors: Kaj Storbacka, Aulikki Luukinen

June 15, 1994

Reports of the death of brands have been greatly exaggerated

The paper criticises the widespread speculation following "Marlboro Friday" in 1993 that consumers have turned against brands and are increasingly motivated by price alone. Retailer power is a real phenomenon, but many of the other claims made about...

Catalogue: Seminar 1994: Building Successful Brands

Author: Paul Feldwick

June 15, 1994

Unusual bedfellows

In 1993 Girobank decided to embark upon a mystery shopper exercise to provide information as input to its Total Quality management system. Girobank had already undertaken regular monitoring of its customer service through continuous customer surveys...

Catalogue: Seminar 1994: The Changing Faces Of Panel Research

Authors: John Buckle, Sarah McKee

Company: MSS Research

June 15, 1994

In TQ, the process can be as important as the results

This paper describes how Unilever's Personal Products Companies in Europe used a Customer Satisfaction Survey to improve their relationship with their customers in the retail trade. It does not present a revolutionary approach to the methodology of...

Catalogue: ESOMAR Congress 1993: The Many Faces of Quality Now And In Future

Authors: Deborah Petty, Ian Hewitt

September 1, 1993

Proactive relationship management

Expectation research has shown that high quality products, or services coupled with only an effective reactive support mechanism (i.e., a typical customer service function), will not be sufficient to support consumer loyalty into the next decade....

Catalogue: Seminar 1993: The Ideal Product, The Ideal Costumer, The Ideal Company?

Author: Richard J. Cottrell

Company: Maritz Research

June 15, 1993

From crunching numbers to adding value

The lack of entrepreneurial thinking and behaviour on the part of both suppliers and buyers is identified in various quarters as the central cause of the gap between client needs and the service provided in the research market. In order to bridge...

Catalogue: Seminar 1993: Marketing And International Research

Author: Jörg Pauli

June 15, 1993

International research and the need to better communicate across cultures

The purpose of this paper is to contribute to better cross- cultural communication. In order to achieve this, we have selected concepts put forth by anthropologists, sociologists and specialists in international management which shed light on some of...

Catalogue: Seminar 1993: Marketing And International Research

Author: Olwen H. Wolfe

June 15, 1993

A model for single source measurement of external customer satisfaction

This paper is an attempt to bring back Customer Satisfaction research to a precise task, and to present a straightforward method for accomplishing it. The task: point out areas where improvements are most likely to improve the customer retention...

Catalogue: Seminar 1993: The Ideal Product, The Ideal Costumer, The Ideal Company?

Authors: Sergio Meacci, Frans Houweling

June 15, 1993

Are there bounds on brand equity?

Marketers have long sought to understand and benefit from the nebulous process by which consumers characterise and differentiate brands. The overall value of such differentiation applied to the choice process has come to be known as Brand Equity....

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?

Author: Michael F. Cramphorn

June 15, 1992