Introducing Linkage Analysis

The core concept of “linkage analysis” is to connect information and feedback from various sources in order to support the decision-making processes at the firm. As we will discuss through case studies in this chapter, these sources could include survey and nonsurvey customer data, operational data, and financial metrics. They can potentially span the organizational workforce, current and potential customers, and other internal and external stakeholders. For example, the process at a large retailing organization started by exploring the linkages between survey-based overall customer attitudes and store-level financial performance. The initial objective of the linkage exercise was to test and validate the hypothesis ...

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