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Service Research that Matters. Roland Rust University of Maryland. Outline of Talk. Overview of my research program 11 recommendations Summary Q&A. Overview of My Research Program in Service Research. Financial impact of service Understanding customer satisfaction - PowerPoint PPT Presentation
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Service Research that Matters
Roland RustUniversity of Maryland
Outline of Talk
• Overview of my research program• 11 recommendations• Summary• Q&A
Overview of My Research Program in Service Research
• Financial impact of service• Understanding customer satisfaction• Customer-oriented strategy• Customer Equity• E-Service
Financial Impact
• Patient satisfaction (JHCM 1992 with Nelson, Zahorik & others)
• Financial impact (JR 1993 with Zahorik) – best article award
• Return on Quality (Book 1994 with Zahorik & Keiningham)
Financial Impact, cont.
• Return on Quality (JM 1995 with Zahorik & Keiningham) – Alpha Kappa Psi Foundation Award
• Indirect financial benefits (QMJ 1996 with Danaher)
• Customer satisfaction, productivity & profitability (Mktg Sci 1997 with Anderson & Fornell) – Best Services Article Award, Finalist for John D.C. Little Award
Financial Impact, cont.
• ROQ at Chase Manhattan Bank (Interfaces 1999 with Keiningham, Clemens & Zahorik)
• Quasi-experiments (JMR 2000 with Simester, Hauser & Wernerfelt)
• Service quality data for competitive marketing decisions (IJSIM 2000 with Danaher & Varki)
• Getting returns from service quality (under review, with Moorman & Dickson)
Understanding Customer Satisfaction
• Customer delight (JR 1997 with R.L. Oliver & Varki) – second place for best article
• Customer expectation distributions (Mktg Sci 1999 with Inman, Jia & Zahorik)
• Should We Delight the Customer? (JAMS 2000 with R.L. Oliver)
Customer-Oriented Strategy
• Complaint management (Mktg Mgmt 1992 with Subramanian & Wells)
• Improving quality (CMR 1993 with Kordupleski & Zahorik)
• Technology & optimal segment size (Mktg Letters 1998 with Varki)
Customer-Oriented Strategy, cont.
• The Role of Marketing (JM 1999 with Moorman & Dickson)
• Core competence vs. customer responsiveness (HBR 2002)
• The Locus of Customer Focus (under review, with Moorman & Dickson)
Customer Equity
• Driving Customer Equity (Book 2000 with Zeithaml & Lemon)
• Customer Equity drivers (Mktg Mgmt 2001 with Lemon & Zeithaml)
• Customer pyramid (CMR 2001 with Zeithaml & Lemon)
Customer Equity, cont.
• Resource allocation (Mktg Mgmt 2001 with Lemon & Zeithaml)
• CE technical paper (under review, with Lemon & Zeithaml)
E-Service
• Video dial tone (JSM 1994 with R.W. Oliver)
• The Death of Advertising (JA 1994 with R.W. Oliver)
• The Dawn of Computer Behavior (Mktg Mgmt 1997)
• Real-time marketing (Mktg Mgmt 1998 with R.W. Oliver & Varki)
E-Service, cont.
• E-service & the Consumer (IJEC 2000 with Lemon)
• E-Service (Book 2002 with Kannan)• Internet privacy (JAMS 2002 with Kannan
& Peng)
And Now 11 Unsolicited Pieces of Advice
1. Follow the Technology
• Computing technology• Internet
Examples
• DSS – ROQ & Customer Equity• E-Service
2. Think Broadly
• Tie to other functions & disciplines
Examples
• Bayesian model of customer expectation updating
• ROQ• Customer Equity
3. Abandon Yesterday’s News
• Best paper is one that starts a new research area
4. Develop Technical Skills
• Experimental design• Econometrics• Psychometrics
5. Niche, niche, niche
• Be the best.
Examples
• E-service• Customer equity
6. Be Provocative
• Challenge a sacred cow• Make someone mad!
Examples
• ROQ• Customer Equity
7. Find Co-Authors with Complementary Skills
• Compensate for your weaknesses
Examples
• Psychology – Rich Oliver• Experimental Design – Jeff Inman• Managerial Research – Chris Moorman
8. Talk to Managers
• Centers• Executive programs• Consulting• Managerial conferences
Examples
• Customer Equity• Customer-oriented strategy
9. Ignore Boundaries
• “This is not service.”• “This is not marketing.”• “This is not business.”
10. Believe in Yourself
• The review process• Learning and growing
11. Sell Your Ideas
• Conferences (academic & managerial)• Send out papers (reprints)• Think like a marketer
Summary
• Follow the technology
• Think broadly• Abandon yesterday’s
news• Develop technical
skills• Niche, niche, niche• Be provocative
• Find co-authors with complementary skills
• Talk to managers• Ignore boundaries• Believe in yourself• Sell your ideas