Publications

Brand as the missing link in customer satisfaction

Integration of market dimensions in customer satisfaction analyses as the key to long-term and successful brand management.

In many instances customer satisfaction analyses are conducted separately from brand studies, both in terms of content and from an organisational perspective. The particular value of an integrated observation approach is not, however, only high from an economic research perspective.

Customer satisfaction can be significantly modulated by a brand that delivers a promise of special service. Our contribution sketches out a basic research design that integrates customer satisfaction and brand perspectives and that describes the transfer process to communicative and operational measures for long-term brand development.

Publication download (published in Planning and Analysis, edition 6, 2009)

Brand as the missing link in customer satisfaction

AUTHORSDr. Anita Petersen
Heiko Klemm
LANGUAGESGerman
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