ISSN 2292-9355 Login Register
Call for Paper - December 2018 Edition
JORM solicits original research papers for the December 2018 Edition of JORM. The date of manuscript submission is Open
Read More

Email this article (login required)

Allocation of Resources to Customer Satisfaction and Delight Based on Utilitarian and Hedonic Benefits

Florian Pallas, Christopher Groening, Vikas Mittal

Abstract


dapatkan informasi Berita terkini paling update

In this article, a strategic typology is introduced to improve a firms’ return on investment (ROI) based on understanding whether to devote additional resources to improve customer satisfaction and increase delight. The framework is based on the recognition that customers seek two types of benefits—utilitarian and hedonic—from the products and services. Companies need to determine when resources devoted to customer satisfaction and delight for a particular product or service will produce sufficient achievements in loyalty, word-of-mouth, and purchase behavior. By understanding when firms need to focus on improving customer satisfaction and delight, firms can make a judicious strategic decision about their resource allocation to improve either customer satisfaction and/or customer delight.


Keywords


Customer Management; Customer Satisfaction; Customer Delight; Benefit

Full Text:

PDF
Number of downloads: 3155

Full Text: PDF

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.

Quick Link

Journal Content

  • Search

Peer Review

JORM introduces peer-review from its first Edition onwards. The researchers submitting their papers for publication should review atleast one technical paper from their domain. The manuscript also undergoes mandatory procedural review with JORM review and scholar panel.