Customer orientation and market action:
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Upper Saddle River, NJ
Prentice Hall
1998
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XVI, 183 S. graph. Darst. |
| ISBN: | 0133286673 |
Staff View
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| adam_text | Brief Contents
Preface xiii
PART I: CUSTOMER ORIENTATION AND MARKET ACTION 1
Chapter 1 A Customer Orientation 1
Chapter 2 Market Action 12
f Chapter 3 Understanding and Anticipating Customer Needs 26
PART II: THE PURCHASE AND CONSUMPTION EXPERIENCE 41
Chapter 4 The Customer Experience Model 41
• Chapter 5 Customers in the Marketplace 52
Chapter 6 Customer Information Processing 68
Chapter 7 Customer Choice 86
Chapter 8 Customer Satisfaction and Priority Setting 102
Chapter 9 Macro Satisfaction and Firm Strategy 129
PART III: IMPLEMENTATION AND QUALITY IMPROVEMENT 143
Chapter 10 Customer Orientation and the Design Function 143
Chapter 11 From Customer Satisfaction to Quality Improvement 156
Index 173
vii
Contents
Preface xiii
PART I: CUSTOMER ORIENTATION AND MARKET ACTION 1
CHAPTER 1 A Customer Orientation 1
Taking a Customer Orientation 2
The Three Goals of a Customer Orientation 2
Challenges 4
Customer Orientation as a Shared Vision 5
Customer Orientation as a Leadership Perspective 6
Customer Orientation Myopia 6
Organizational and Structural Barriers 6
A Lack of Gestalt: Understanding the Whole Picture 7
An Integrated Approach 7
Customer Orientation, Market Orientation,
and Total Quality Management 9
Summary 10
Discussion Questions 11
CHAPTER 2 Market Action 12
Managers Information Needs 12
Market Strategy Decisions 12
Monitoring-Based Market Action Decisions 13
Problem-Driven Market Action Decisions 14
The Four Phases of Customer Orientation 15
Phase I: Customer Strategy and Focus 15
Phase II: Customer Satisfaction Measurement 16
Phase III: Analysis and Priority Setting 16
Phase IV: Implementation 17
The Transformation of Sweden Post 18
The Transformation Process 19
The Measurement Process 20
Sweden Post: Lessons Learned 23
Summary 24
Discussion Questions 25
ix
X CONTENTS
CHAPTER 3 Understanding and Anticipating Customer Needs 26
The Goal of Customer Research 26
Reactive Research 27
Proactive Research and the Information Pyramid 30
History and Cultural Factors 32
Unobtrusive or Nonreactive Measures 33
Value Segmentation 33
Laddering 36
Comparing Noncomparables 38
Projective Techniques 38
Summary 39
Discussion Questions 40
PART II: THE PURCHASE AND CONSUMPTION EXPERIENCE 41
CHAPTER 4 The Customer Experience Model 41
Customer Acquisition and Retention 41
Satisfaction, Retention, and Profits 43
The Customer Experience Model 46
Disney s Customer Orbit 48
Four Customer Types 49
Summary 51
Discussion Questions 51
CHAPTER 5 Customers in the Marketplace 52
Roots in Economic Theory 52
Normative and Predictive Models 53
From Caveat Emptor to the Federal Trade Commission: The Changing
Information Environment 56
Types of Market Information 57
Learning in the Marketplace: The Nature of Expectations 58
Expectation Models 58
The Nature of Expectations: Adaptation and Aggregation 60
Customer Satisfaction in the Marketplace: The Matching of
Supply and Demand 62
Customer Dissatisfaction in the Marketplace: Exit or Voice? 65
Summary 66
Discussion Questions 67
CHAPTER 6 Customer Information Processing 68
The Vehicle Purchase Process 69
The Information Processing Paradigm 71
Limited Resources 72
Attention and Involvement 73
CONTENTS XI
Perception and Cognitive Representations 74
Information Acquisition and Memory 79
Categorization 83
Summary 85
Discussion Questions 85
CHAPTER 7 Customer Choice 86
Choice Strategies 86
Brand-Level Choice 86
Category-Level Choice 90
Noncomparable Choice 90
Price, Quality, and Value 91
Risky Choice: Heuristics and Framing Effects 92
The Howard Model 95
Extensive Problem Solving 95
Limited Problem Solving 96
Routinized Response Behavior 96
Management over the Life Cycle 97
Cascading Strategies 98
Summary 100
Discussion Questions 101
CHAPTER 8 Customer Satisfaction and Priority Setting 102
A Customer Satisfaction Framework 103
The Psychology of Customer Satisfaction 104
The Disconfirmation Model 105
The Performance Model 107
Which Model to Use? 109
When Are Expectations Important? 110
Building a Customer Satisfaction Measurement System 112
Elements of a Customer Satisfaction Model 114
The Consequences of Satisfaction 115
Price as a Satisfaction Driver 115
Estimating Importance Weights 116
Priority Setting 119
Bridging Internal and External Quality 120
Customer Satisfaction at Cathay Pacific 121
Customer Satisfaction at DrainCo 124
Summary 127
Discussion Questions 128
CHAPTER 9 Macro Satisfaction and Firm Strategy 129
The Development of National Satisfaction Indices 129
The ACSI Methodology 130
1994 Baseline Index Results and General Comparisons 132
Xli CONTENTS
Global Competition in the Automobile Industry 134
Time Trends in the SCSB 138
Summary 139
Challenges for the Auto Industry 139
Discussion Questions 141
PART III: IMPLEMENTATION AND QUALITY IMPROVEMENT 143
CHAPTER 10 Customer Orientation and the Design Function 143
Two Schools of Design 143
The Functionalist School of Design 144
Design as an Aesthetic Tool 145
Which School to Follow? 146
Evolutionary Product Design 148
Revolutionary Product Design 148
Laddering, Value Projection, and Reverse Laddering 149
Product Concepts 150
Service Design 151
Summary 154
Discussion Questions 155
CHAPTER 11 From Customer Satisfaction to Quality Improvement 156
Implementing the Four Phases of Customer Orientation 156
Phase I: Customer Strategy and Focus 157
Phase II: Customer Satisfaction Measurement 158
Phase III: Analysis and Priority Setting 15S
Phase IV: Implementation 159
Quality Function Deployment 159
The House of Quality 161
Phases 2, 3, and 4 164
Bridging the Quality-Satisfaction Gap 164
Customer Needs as Benefits versus Attributes 166
Benefit and Attribute Importance 166
Benchmarking and Priority Setting 167
Method Myopia 168
Summary 169
Going Forward 170
Discussion Questions 171
Index 173
|
| adam_txt |
Brief Contents
Preface xiii
PART I: CUSTOMER ORIENTATION AND MARKET ACTION 1
Chapter 1 A Customer Orientation 1
Chapter 2 Market Action 12
f Chapter 3 Understanding and Anticipating Customer Needs 26
PART II: THE PURCHASE AND CONSUMPTION EXPERIENCE 41
Chapter 4 The Customer Experience Model 41
• Chapter 5 Customers in the Marketplace 52
Chapter 6 Customer Information Processing 68
Chapter 7 Customer Choice 86
Chapter 8 Customer Satisfaction and Priority Setting 102
Chapter 9 Macro Satisfaction and Firm Strategy 129
PART III: IMPLEMENTATION AND QUALITY IMPROVEMENT 143
Chapter 10 Customer Orientation and the Design Function 143
Chapter 11 From Customer Satisfaction to Quality Improvement 156
Index 173
vii
Contents
Preface xiii
PART I: CUSTOMER ORIENTATION AND MARKET ACTION 1
CHAPTER 1 A Customer Orientation 1
Taking a Customer Orientation 2
The Three Goals of a Customer Orientation 2
Challenges 4
Customer Orientation as a Shared Vision 5
Customer Orientation as a Leadership Perspective 6
Customer Orientation Myopia 6
Organizational and Structural Barriers 6
A Lack of Gestalt: Understanding the "Whole Picture" 7
An Integrated Approach 7
Customer Orientation, Market Orientation,
and Total Quality Management 9
Summary 10
Discussion Questions 11
CHAPTER 2 Market Action 12
Managers' Information Needs 12
Market Strategy Decisions 12
Monitoring-Based Market Action Decisions 13
Problem-Driven Market Action Decisions 14
The Four Phases of Customer Orientation 15
Phase I: Customer Strategy and Focus 15
Phase II: Customer Satisfaction Measurement 16
Phase III: Analysis and Priority Setting 16
Phase IV: Implementation 17
The Transformation of Sweden Post 18
The Transformation Process 19
The Measurement Process 20
Sweden Post: Lessons Learned 23
Summary 24
Discussion Questions 25
ix
X CONTENTS
CHAPTER 3 Understanding and Anticipating Customer Needs 26
The Goal of Customer Research 26
Reactive Research 27
Proactive Research and the Information Pyramid 30
History and Cultural Factors 32
Unobtrusive or Nonreactive Measures 33
Value Segmentation 33
Laddering 36
Comparing Noncomparables 38
Projective Techniques 38
Summary 39
Discussion Questions 40
PART II: THE PURCHASE AND CONSUMPTION EXPERIENCE 41
CHAPTER 4 The Customer Experience Model 41
Customer Acquisition and Retention 41
Satisfaction, Retention, and Profits 43
The Customer Experience Model 46
Disney's Customer Orbit 48
Four Customer Types 49
Summary 51
Discussion Questions 51
CHAPTER 5 Customers in the Marketplace 52
Roots in Economic Theory 52
Normative and Predictive Models 53
From Caveat Emptor to the Federal Trade Commission: The Changing
Information Environment 56
Types of Market Information 57
Learning in the Marketplace: The Nature of Expectations 58
Expectation Models 58
The Nature of Expectations: Adaptation and Aggregation 60
Customer Satisfaction in the Marketplace: The Matching of
Supply and Demand 62
Customer Dissatisfaction in the Marketplace: Exit or Voice? 65
Summary 66
Discussion Questions 67
CHAPTER 6 Customer Information Processing 68
The Vehicle Purchase Process 69
The Information Processing Paradigm 71
Limited Resources 72
Attention and Involvement 73
CONTENTS XI
Perception and Cognitive Representations 74
Information Acquisition and Memory 79
Categorization 83
Summary 85
Discussion Questions 85
CHAPTER 7 Customer Choice 86
Choice Strategies 86
Brand-Level Choice 86
Category-Level Choice 90
Noncomparable Choice 90
Price, Quality, and Value 91
Risky Choice: Heuristics and Framing Effects 92
The Howard Model 95
Extensive Problem Solving 95
Limited Problem Solving 96
Routinized Response Behavior 96
Management over the Life Cycle 97
Cascading Strategies 98
Summary 100
Discussion Questions 101
CHAPTER 8 Customer Satisfaction and Priority Setting 102
A Customer Satisfaction Framework 103
The Psychology of Customer Satisfaction 104
The Disconfirmation Model 105
The Performance Model 107
Which Model to Use? 109
When Are Expectations Important? 110
Building a Customer Satisfaction Measurement System 112
Elements of a Customer Satisfaction Model 114
The Consequences of Satisfaction 115
Price as a Satisfaction Driver 115
Estimating Importance Weights 116
Priority Setting 119
Bridging Internal and External Quality 120
Customer Satisfaction at Cathay Pacific 121
Customer Satisfaction at DrainCo 124
Summary 127
Discussion Questions 128
CHAPTER 9 Macro Satisfaction and Firm Strategy 129
The Development of National Satisfaction Indices 129
The ACSI Methodology 130
1994 Baseline Index Results and General Comparisons 132
Xli CONTENTS
Global Competition in the Automobile Industry 134
Time Trends in the SCSB 138
Summary 139
Challenges for the Auto Industry 139
Discussion Questions 141
PART III: IMPLEMENTATION AND QUALITY IMPROVEMENT 143
CHAPTER 10 Customer Orientation and the Design Function 143
Two Schools of Design 143
The Functionalist School of Design 144
Design as an Aesthetic Tool 145
Which School to Follow? 146
Evolutionary Product Design 148
Revolutionary Product Design 148
Laddering, Value Projection, and Reverse Laddering 149
Product Concepts 150
Service Design 151
Summary 154
Discussion Questions 155
CHAPTER 11 From Customer Satisfaction to Quality Improvement 156
Implementing the Four Phases of Customer Orientation 156
Phase I: Customer Strategy and Focus 157
Phase II: Customer Satisfaction Measurement 158
Phase III: Analysis and Priority Setting 15S
Phase IV: Implementation 159
Quality Function Deployment 159
The House of Quality 161
Phases 2, 3, and 4 164
Bridging the Quality-Satisfaction Gap 164
Customer Needs as Benefits versus Attributes 166
Benefit and Attribute Importance 166
Benchmarking and Priority Setting 167
Method Myopia 168
Summary 169
Going Forward 170
Discussion Questions 171
Index 173 |
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| isbn | 0133286673 |
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| spelling | Johnson, Michael D. 1956- Verfasser (DE-588)115803025 aut Customer orientation and market action Michael D. Johnson Upper Saddle River, NJ Prentice Hall 1998 XVI, 183 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Consumer satisfaction Customer relations Customer services Consumer behavior Kundenmanagement (DE-588)4236865-0 gnd rswk-swf Kundenmanagement (DE-588)4236865-0 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016842649&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| title | Customer orientation and market action |
| title_auth | Customer orientation and market action |
| title_exact_search | Customer orientation and market action |
| title_exact_search_txtP | Customer orientation and market action |
| title_full | Customer orientation and market action Michael D. Johnson |
| title_fullStr | Customer orientation and market action Michael D. Johnson |
| title_full_unstemmed | Customer orientation and market action Michael D. Johnson |
| title_short | Customer orientation and market action |
| title_sort | customer orientation and market action |
| topic | Consumer satisfaction Customer relations Customer services Consumer behavior Kundenmanagement (DE-588)4236865-0 gnd |
| topic_facet | Consumer satisfaction Customer relations Customer services Consumer behavior Kundenmanagement |
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