Customer Satisfaction
Is the outcome of a post-purchase evaluation, where the customer compares the expected value to the perceived value of the supply.
Service Quality
Service Quality as perceived by customer can be defined as the extent of discrepancy between customers’ expectations or desires and their perceptions.
Purchasing Behavior
Contains four main phases: Need identificationà Information seekingà Evaluation of alternatives àPurchasing decision. Throughout these four phases a transaction-orientated marketing approach is most appropriate.
Customer Behavior
Occurs when the customer uses a product or a service and is affected by post-purchase evaluations. Customer satisfaction or dissatisfaction is normally the outcome
Loyalty
The fact that people choose to use a particular shop or buy one particular product, rather than use other shops or buy products made by other companies.
Behavioral Loyalty
It is the weakest form of loyalty being dependent upon switching costs. A customer only prefers one particular supplier, because it would be too costly (monetary or non-monetary costs) to switch to another supplier.
Cognitive Loyalty
Cognitive loyalty is a form of loyalty that is not related to switching costs as its wellspring resides in the relationship between company and customer. When cognitive loyalty is achieved, the supplied value proposition, which in turn is closely related to customer satisfaction, is superior to that of the competition.
Customer Experience Management
It is the process of strategically managing a customer’s entire experience with a product or a company. Within CEM, intangible factors such as a customer’s satisfaction and a customer’s emotion are taken into consideration in order to make qualified assessments about a customer’s experience.
Corporate Brand
The corporate brand is created across the organization, i.e. it draws upon many organizational functions not just the marketing and communication functions.
Strategic Alignment
It describes an organization-wide process of committing to the same set of goals. It is achieved when there is consistency between strategic vision, organizational culture and stakeholder images.
Corporate Brand Identity
Occurs at the junction between vision, culture, and image and defines how ‘we’ perceive ourselves as an organization. Identity underpins the corporate brand – partly by the feed-back from stakeholders and partly by the organization’s self insight. Claims about identity are often stated as core values, beliefs or central ideas.
Strategic Vision
It is the central idea behind the company that embodies and expresses top management’s aspiration for what the company will achieve in the future.
Organizational Culture
The internal values, beliefs, and basic assumptions that embody the heritage of the company and how these are manifested in the ways employees feel about the company they work for.
Stakeholder images
Views of the organization developed by its external stakeholders; the outside world’s overall impression of the company including the views of customers, shareholders, the media, the general public etc.
Cross-Selling
Verkauf von komplementären Produkten während oder im Anschluß an einen Verkauf. Dabei werden existierende Kunden-Kontakte zusätzlich genutzt, um auf kostengünstige Art weitere Verkäufe zu forcieren.
Up-Selling
A way of increasing your sales by persuading customers to buy more products or more expensive products than they had intended.
Multi-Channel Measurements
A modern data collection method which tracks data from various communication channels such as telephone, email, face-to-face meetings and mail.
Reliabilität
Wenn ein Test beliebig oft wiederholt werden kann und immer dasselbe Ergebnis zustande kommt, liegt Reliabilität vor.
Validität
Stellt die Frage ob wirklich das gemessen wird, was gemessen werden soll. Einer Messmethode kann Validität unterstellt werden, wenn sich das argumentative Gewicht ihrer Ergebnisse signifikant von Alternativmethoden unterscheidet.
Objektivität
Beschreibt die Unabhängigkeit der Beschreibung eines Sachverhaltes vom Beobachter.
Knowledge Management
Goes beyond a sheer collection of data, as raw data is converted into usable insight, by applying several forms of abstraction methods such as reflection, filtering, reasoning, combining and associating.
Data Mining
Data mining is sorting through data to identify patterns and establish relationships.
Return on Investment ROI
A very broad and general term that refers to the income, profit, gain, or earnings on a capital investment, expressed as percentage of the amount invested.
Return on Assets ROA
Equals the ratio of some measure of profit divided by some measure of assets, and is expressed as a percent. There is no one measure of profit or total assets for calculating this ratio. Different ROA ratios have different uses. The main purpose of calculating ROA is to test whether a business is using its assets so that it can pay its cost of capital, which includes interest on its debt and a satisfactory rate of return on equity (ROE) for its owners.
Return on Equity ROE
Equals net income (minus preferred stock dividends if any) divided by the book value of owners’ equity (minus the amount of preferred stock) and is expressed as a percent. ROE is the basic measure of how well a business is doing in generating earnings, or return on the owners’ capital investment in the business.