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THE Marketing Study Guide

Prepared by a marketing lecturer, designed for university-level students

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Category: Introductory Concepts

The High Customer Satisfaction and Low Profitability Paradox

 

Is Pursuing High Customer Satisfaction Worthwhile?

The relationship between high customer satisfaction, leading to increased customer retention (loyalty), resulting in increased long-term profitability is generally well supported by academic research and commercial practice.

But there are situations and industries … Read more...

Author Geoff FrippPosted on Categories Customer Satisfaction, Services MarketingTags case study

Value Proposition

 

What is a “Value Proposition”?

A key aspect of a successful marketing strategy is the clear definition and communication of a sought-after value proposition. A good way to think about the firm’s value proposition is consider what is different … Read more...

Author Geoff FrippPosted on Categories Introductory Concepts, Marketing Strategy, Segmentation, Targeting and PositioningTags positioning, value

What is the difference between customer satisfaction and customer value?

 

Customer Satisfaction (CSat) and Customer Value are Different Concepts in Marketing

Customer satisfaction and value are both fundamental concepts in the understanding of marketing. It is important to note that while they are highly interrelated, they also operate independently.… Read more...

Author Geoff FrippPosted on Categories Customer Satisfaction, Introductory Concepts, Services MarketingTags value

Why under-promising and over-delivering is a poor strategy

 

Don’t Under-promise and Over-deliver!

It’s a common cliché to under-promise and over-deliver, which even some marketing consultants and professional speakers have tended to suggest. The problem with this approach is that it is based on a very simplistic understanding … Read more...

Author Geoff FrippPosted on Categories Customer Satisfaction, Introductory Concepts, Services MarketingTags communications, strategy

Understanding the SERVQUAL Model

 

About the SERVQUAL (or RATER) Model

(Note: This model is also referred to as the RATER model, which stands for the five service factors it measures, namely: reliability, assurance, tangibles, empathy and responsiveness.)

As is indicated by the … Read more...

Author Geoff FrippPosted on Categories Customer Satisfaction, Services MarketingTags models, servqual

Limitations of Customer Satisfaction

 

What are the limitations of CSat? (Customer Satisfaction)

As we know, there are many benefits of customer satisfaction and many firms strive to maximize their CSat scores. In service firms in particulars, customer satisfaction is often their key marketing … Read more...

Author Geoff FrippPosted on Categories Customer Satisfaction, Introductory Concepts, Services Marketing

Disconfirmation Model of Customer Satisfaction

 

Introduction to the Disconfirmation Model of Consumer Satisfaction

Essentially customer satisfaction is the consumer’s evaluation of how well the firm (usually a service firm) has lived up to their promises. As outlined in the general discussion of customer satisfaction… Read more...

Author Geoff FrippPosted on Categories Customer Satisfaction, Introductory Concepts, Services MarketingTags models

Benefits of Customer Satisfaction

 

Key Benefits of Customer Satisfaction in Marketing

Customer satisfaction is a fundamental concept addressed in all marketing textbooks and many organizations consider it the most important marketing goal, because it should deliver ongoing customer loyalty and resultant enhanced profitability.… Read more...

Author Geoff FrippPosted on Categories Customer Satisfaction, Introductory Concepts, Services MarketingTags customer satisfaction

Customer Value

 

What is customer value?

Customer value is a fundamental concept in the study of marketing and is usually covered in the opening chapter of a marketing textbook.

Virtually all organizations strive to deliver good overall value for both their … Read more...

Author Geoff FrippPosted on Categories Introductory ConceptsTags customer, perception, value

Customer Satisfaction in Marketing

 

Understanding Customer Satisfaction

Customer satisfaction is a fundamental concept in modern marketing. In many organizations, customer satisfaction is considered the most important marketing metric, primarily because it is considered a key driver of customer loyalty and bottom-line financial performance.… Read more...

Author Geoff FrippPosted on Categories Customer Satisfaction, Introductory Concepts, Services MarketingTags definitions

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Welcome to the Marketing Study Guide

This free study guide has been prepared to meet the information needs of university-level marketing students throughout the world. This study guide is a comprehensive discussion (along with many examples) of the key aspects of marketing as covered across various textbooks and study programs

  • About
    • Privacy Policy
  • Base Concepts
  • Strategy
  • Environment
  • SWOT
  • Consumer Behavior
  • Segmentation
  • Product Mix
  • New Products
  • PLC
  • Promotion
  • Pricing
  • Services
  • CRM
  • Research
  • Metrics
  • Ethical
  • Videos
  • Career Quiz
  • All Articles
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