Resources Library by ANA

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

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

A new approach to measuring the customer's relationship with the brand

The paper describes a research tool- the Conversion Model -which is now being widely used in the USA, but is still relatively unknown in Europe. Essentially what the model does is to define the people in any given universe according to their...

Catalogue: Papers 1992: How To Endure In The Durables Industry?

Author: Roger S. Parkyn

June 15, 1992

Customer satisfaction management in the banking sector

The purpose of this paper is to discuss the importance of the proper management of Customer Satisfaction, in a sector, such as banking, that has seen enormous development in competition over the past few years. The paper will initially examine one or...

Catalogue: Seminar 1992: Banking And Insurance- Pressure On Profits, Pressure On Research

Authors: Patrick G. M. Standen, Stefano M. Castellani

Company: Burke, Inc.

June 15, 1992

Motivating the active-meter panelist

With active meter panels such as Arbitron’s ScanAmerica® service, what contact with panelists is appropriate? Phenomenological psychology, which emphasizes understanding experience as well as behavior, suggests principles of panelist contact....

Catalogue: ESOMAR/ARF Worldwide Broadcast Audience Research Symposium 1992

Authors: Roberta M. McConochie, James D. Peacock

Company: Nielsen

June 15, 1992