Two-level model of assessing customer satisfaction and loyalty
Referat wygłoszony
| Status: | |
| Autorzy: | Skowron Łukasz, Gąsior Marcin |
| Rok wydania: | 2013 |
| Język: | angielski |
| Źródło: | ICMS 2013 - International Conference on Marketing Studies September 7-8, 2013, Hong Kong, China |
| Państwo wystąpienia: | POLSKA |
| Efekt badań statutowych | NIE |
| Abstrakty: | angielski |
| The authors of the present article focus on characterizing the phenomenon of customer satisfaction, paying special attention to the issue of modem tools used to measurethe discussed problem. Apart from presenting the main advantages and disadvantages of classic path models (ACSI and EPSI), the authors propose their own concept of a two-level model. Such a solution allows the researcher to compare the obtained results in the area of measuring customer satisfaction with other market subjects (both with those operating in and outside of a given sector). The researcher will also be able to approach the problem of shaping the discussed marketing phenomenon from an individualized perspective, which will additionally allow for taking into account particular studied economic markets, sectors and subjects in the research methodology. Thanks to the proposed model, the management of the analysed subjects obtains information about the level of customer satisfaction on two different planes of complexity, which enables strategie benchmarking and facilitates making managerial decisions (directed towards intimal problems of the organization). |
