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Research papers

Buying loyalty VS. building commitment developing

The paper examines the role of customer loyalty in maximising opportunity, and will argue that loyalty, as measured by customer spending, is simply a reflection of short-term behaviour and can only be sustained by one of two routes: building the...

Catalogue: Seminar 1997: The Changing Retail Scene
Author: Trevor Richards
June 15, 1997

Research papers

The impact of low birth rates towards the life stage segmentation model in CRM

The Life Stage segmentation model has been widely used in the area of analytical CRM and target marketing. The model is based on the use of customer demographics data and classifies a business organization's customer database into Life stage...

Catalogue: Asia Pacific 2004
Authors: Andy Kung, Ivy Cheung, Mayer Lam
Company: Ipsos MRBI
March 28, 2004

Research papers

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

Research papers

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

Research papers

The rise and power of online communities in the network economy

The paper relates to the use and value of business-to-consumer online communities in the network economy. It uses empirical research, such as observation and moderated email groups to understand the value of online communities in building and...

Catalogue: ESOMAR Congress 2000: The Impact Of Networking
Author: Alexandra Trabak
September 1, 2000

Research papers

Managing the Competitive Customer Relationship™

Competition is the theme of every market. Taking customer relationships out of the context of market competition can be compared to the ancient Chinese idiom of inventing a cart behind a closed door.This paper defines a brand new concept of customer...

Catalogue: Asia Pacific 2004
Authors: Chongdao Ren, Danny Yang, Jianmin Yuan, Tj Tang
March 28, 2004

Research papers

Keep your hands off my wallet until you get into my life

This paper is devoted to exploring the range of ethnographic techniques.In particular, it shows their capacity to penetrate the inner space ofrelationships between consumers, their mindsets and brands.The ethnographic approach is a way to gain a deep...

Catalogue: ESOMAR Worldwide Advertising Conference 2000
Authors: Cecília Russo, Jaime Troiano
November 1, 2000

Research papers

Monitoring the customer base to achieve profitability

This paper deals with profitability enhancement in retail banking. More explicitly we will focus on how banks can gain understanding of customer bases in order to enhance profits. We will argue for proper segmentation approaches, where profitability...

Catalogue: Seminar 1992: Banking And Insurance- Pressure On Profits, Pressure On Research
Authors: Mikael Paltschik, Kaj Storbacka
June 15, 1992

Research papers

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