Customers
From the Editor: How Important Is the Customer’s Voice?
It’s easy to say customer satisfaction is very important – but harder to put that into practice.
Customer Psychology
Latest
Marketing Strategy
The Big Upside of Customer Participation
Encouraging customers to provide feedback directly to a company engages them in valuable ways.
Leslie Brokaw
Developing Strategy
Stories That Deliver Business Insights
Companies are gaining insights from ethnography, the in-person study of how consumers use a product.
Julien Cayla, Robin Beers and Eric Arnould
Digital Marketing
One Size Does Not Fit All in Social Media
Developmental psychology provides valuable insight into why people use social media differently.
Gerald C. (Jerry) Kane
Customers
How to Drive Customer Satisfaction
Product selection is one of six significant drivers of customer satisfaction for e-retailers.
Rolph E. Anderson, Srinivasan Swaminathan and Rajiv Mehta
Climate Change
Communicating Corporate Social Responsibility to a Cynical Public
Unless companies communicate their CSR achievements wisely, they risk being accused of greenwashing.
Laura Illia, Stelios C. Zyglidopoulos, Stefania Romenti, Belén Rodríguez-Cánovas and Almudena González del Valle Brena
Analytics & Business Intelligence
Why Detailed Data Is As Important As Big Data
The data investigation is all about how companies spot trends and how they figure out what’s going on in those trends.
Sam Ransbotham (Boston College), interviewed by David Kiron
Marketing Strategy
Should More Stores Charge Admission?
Warehouse stores like Sam’s Club and Costco charge customers a fee to shop there. Should more companies borrow the idea?
Leslie Brokaw
Business Models
How to Identify New Business Models
Another method to pursue growth: Use thought experiments to assess new business model possibilities.
Joseph V. Sinfield, Edward Calder, Bernard McConnell and Steve Colson
Marketing Strategy
Can Marketing Lift Stock Prices?
A study found that certain marketing techniques can influence a company’s stock market valuation.
V. Kumar and Denish Shah
Customers
When Unhappy Customers Strike Back on the Internet
Companies need to understand and manage the rising threat of online public complaining.
Thomas M. Tripp and Yany Grégoire
Marketing Strategy
When Should You Nickel-and-Dime Your Customers?
What’s smarter: To charge separately for extras — or to combine all charges into one total price?
Rebecca W. Hamilton, Joydeep Srivastava and Ajay Thomas Abraham
Customers
Designing the Soft Side of Customer Service
Organizations need to value the “soft side” of customer management: emotions, trust and control.
Sriram Dasu and Richard B. Chase
Marketing Strategy
Giving Consumers License to Enjoy Luxury
Research suggests that people will spend more freely if you first help them feel more virtuous.
Uzma Khan, Ravi Dhar and Svenja Schmidt
Collaboration
Online Reputation Systems: How to Design One That Does What You Need
Chrysanthos Dellarocas
Quality & Service
Designing Waits That Work
Designers at restaurants and theme parks are leading the way in thinking about how to make waiting in line more pleasant.