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
| AUTHORS | Dr. Anita Petersen Heiko Klemm |
|---|---|
| LANGUAGES | German |
Publications
No worries about being replaced by AI
Members of planung & analyse's platform of corporate market researchers (PUMa) are generally positive about AI tools and believe they could make...
Go to publicationSaying what is important
One of the central tasks of market research is to say what is important. The second part of the series on preference...
Go to publicationWhat is important? Best practice: methods of relevance analysis
The way we ask what is important already defines what we hear or overhear. Dr. Anita Petersen and Sven Slodowy from (r)evolution...
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