Cultivating the Customer Asset
The Causal Effect of Service Satisfaction on Customer LoyaltyJul 8, 2019 Guofang Huang, Purdue University, and K. Sudhir, Yale University, 2019, 19-122-07
What is the real value of customer satisfaction and loyalty? Using an instrumental variables approach, these authors find that firms may be underestimating the gains in customer lifetime value from improving service satisfaction.
Why Digital Goods Are Valued Less Than Physical GoodsJun 14, 2019
Carey Morewedge, Boston University
Many digital goods such as souvenir photographs, books, and films are substantive innovations relative to their physical counterparts. Despite this, consumers may ascribe less value to digital than to physical versions of the same good.
Measuring Customer Experiences: A Text-Based and Pictorial ScaleJun 10, 2019 Markus Gahler, University of Augsburg, Jan F. Klein, Tilburg University, and Michael Paul, University of Augsburg , 2019, 19-119-06
Two scales offer precise measures of CX performance across the consumer journey. Based on eight studies with nearly 3000 participants, researchers develop an 18-item text-based scale and an icon-based scale that captures six CX dimensions.
Last Place Aversion in QueuesMay 17, 2019 Ryan W. Buell, Harvard University, 2019, 19-118-05
Last-place aversion is consequential for customer satisfaction and firm profits - customers who are last in line are twice as likely to switch or renege from the queue. Queue transparency can help. So can "eliminating" last place - experimentally ensuring that no one ever perceived themselves to be in last place reduced defections by 43.5%.
Lead by Example? Custom-Made Examples Created by Close Others Lead Consumers to Make Dissimilar ChoicesMay 15, 2019 Jennifer K. D’Angelo and Kristin Diehl, University of Southern California, and Lisa A. Cavanaugh, University of British Columbia, 2019, 19-117-05
In eight studies, researchers offer novel evidence on how examples shape customization choices. Their findings predict that seeing a friend's customized sneakers would lead you to customize your own sneakers to be *less* similar - even sacrificing your own preferences in order to be unique.
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