Day 2003 in major readings CRM database is NOT the most important Incentivise

Day 2003 in major readings crm database is not the

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Day (2003) in major readings:CRM database is NOT the most importantIncentivise staffMeasure customer satisfaction/profitabilityChange 4Ps, STP, company structure etc. if necessaryPersonalisedserviceNarayandas (2005) in major readings:“Nontangible nonfinancial benefits”“The human touch”
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ENDNOTE (1):NUDGE – APPLYING BEHAVIOURAL ECONOMICS TO MARKETING
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BEHAVIOURAL ECONOMICSWhere did you see this before?
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NUDGE: APPLICATIONS OF BEHAVIOURAL ECONOMICSOr, How Might Firm/Policy Makers Influence People?
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Nudge: Behavioural Insights Team and the EAST FrameworkSee also full report (link at the bottom of this page)Full report:
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Easy and Attractive: Colours and aromas (and more) at supermarkets
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Social: How to Make People Save Energy More?Nolan et al. (2008) Pers. & Soc. Psyc. Bulletin
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Social: Pay What You Want at a German ZooKC, Kunter, Mak (2018) PNASPay-What-You-Want (PWYW) entranceTreatment (N= 9,830) & Control (N= 13,056)Introduced to reward schemeAsked if they would like to participateHow much they would like to pay for entranceNoYes
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The Zoo Experiment: Results
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The Zoo Experiment: Results
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Timely: Pay-What-You-Want Experiment in NepalKC, Mak, Ofek (2018)LeavePay BillRequest BillConsumeOrderShown the menuArrivePWYW Payment Time for Non-Alcoholic BeveragesBefore (Precommitment)AfterReference Menu PriceShownHidden
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Restaurant Field Experiment: ResultsRestaurant Field Experiment: Results… an implication?
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ENDNOTE (2):MARKETING – MISPERCEPTIONS AND ASPIRATIONS
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Confusion over role of marketingMarketing as • “Specialised”“Unconvincing measures/analysis”• “Unaccountable”• Why?
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