Dr. Miriam Guenther. The Financial Effects of Customer Satisfaction Improvements.

Popular opinion in the business world holds that improving customer satisfaction and corporate financial benefit go hand in hand and that improving customer satisfaction has a continuous and positive impact on a firm’s performance. It...

The post Dr. Miriam Guenther. The Financial Effects of Customer Satisfaction Improvements. appeared first on Up Next.

Popular opinion in the business world holds that improving customer satisfaction and corporate financial benefit go hand in hand and that improving customer satisfaction has a continuous and positive impact on a firm’s performance. It turns out, however, that the relationship between customer satisfaction and financial benefit is more complex.

Today we’re speaking with Dr. Miriam Guenther whose research, at the interface of marketing and finance, sheds light on how marketing drives companies’ value.  This interview explores research she’s conducted on the financial effects of customer satisfaction improvements.

Topics include:

The three elements that cause variations in the financial benefits of improving customer satisfaction.
What the operations management team wants the marketing team to think about when developing customer satisfaction improvement programs.
Why customer satisfaction outcomes might not be sticky over time.
How the context in which your company competes impacts the success of your customer satisfaction efforts.
How product differentiation relates to the success of customer service improvement efforts.
How to defend your customer service improvement plan when the finance people want to kill it.

Click here to read the research article:

The Up Next podcast’s access to this content is courtesy of the International Journal of Research in Marketing, an international, double-blind peer-reviewed journal for marketing academics and practitioners. IJRM aims to contribute to the marketing discipline by providing high-quality, original research which advances marketing knowledge and techniques. As marketers increasingly draw on diverse and sophisticated methods, IJRM‘s target audience is comprised of marketing scholars, practitioners (e.g., marketing research and consulting professionals) and policymakers.

IJRM  aims to be at the forefront of the marketing field with a particular emphasis on bringing timely ideas to market. The journal embraces innovative research with the potential to spur future research and influence practice. Hence, it welcomes contributions in various aspects of marketing. The editors, while accepting a wide array of scholarly contributions from different disciplinary approaches, especially encourage research that is novel, visionary or path breaking.

Dr. Miriam Guenther (corresponding author) is an assistant professor of marketing at the University of Liverpool’s Management School and she holds a PhD from the University of Melbourne. Her research at the interface of marketing and finance seeks to understand how marketing strategy and marketing assets influence financial outcomes of the firm, focusing on important managerial questions, such as how much to invest in customer satisfaction. Currently, she is investigating the financial market and firm effects of marketing reporting (financial and narrative reporting) to shed light on the question of whether marketing assets should be reported more systematically, such as in firms’ financial statements. Her research has been published in leading academic journals, including International Journal of Research in Marketing.

Article Co-Author:

Dr. Peter Guenther is an assistant professor of marketing at the University of Liverpool’s Management School, holding a PhD from the University of Melbourne. He is a marketing strategy researcher (quantitative marketing) who uses econometric methods and methodology from finance research to quantify the impact of marketing investments, marketing actions, and marketing assets on firm financial performance. A key objective of his research is to understand whether and when marketing adds to firm value. His work has been published in leading academic journals, such as the International Journal of Research in Marketing.

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The post Dr. Miriam Guenther. The Financial Effects of Customer Satisfaction Improvements. appeared first on Up Next.