Management Overview
In endeavoring to understand drivers behind the behavior of customers, and predict future behavior, we have moved a great deal in the past 30 years. Beginning with perceptions of rational (and emotional, or relationship, quality), we have moved through satisfaction, retention, loyalty, and more simple, and more sophisticated, analytical approaches. We have now entered a period where the emotional elements of value dominate brand decision making, and understanding the underpinnings of strong behavior and brand bonding is paramount to leveraging, and monetizing, customer insights.
Attitudinal Segmentation Can Be Both Misleading and Potentially Dangerous
Attitudinal research frameworks ...
Get Customers Inside, Customers Outside now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
