Sanja Vlaović Begović, Mirela Momčilović and Stevan Tomašević
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Altman, E.I., Danovi, A. and Falini, A
Strategies of many contemporary companies are almost entirely focused on consumers. These companies, with the use of, inter alia, surveys or focus groups, constantly put their consumers under a microscope, aiming to understand their behavior. This is, however, not a straightforward task. Typically, companies tend to look at satisfaction measures, market shares, or sales figures. According to research undertaken by Bain Company, there exists a certain body of consumers, who, despite providing scores indicating “satisfied” in surveys, soon move
Nicoleta Valentina Florea, Dorina Antoneta Tănăsescu and Anişoara Duică
We are in the fifth era of marketing development, that of relationship marketing, where the environment is influenced by globalization, informatization, market liberalization, and the overcapacity of production, and the focus will be not on increasing the volume of production, but on obtaining profit using relationship with profitable customers. Customer-centricity, customization, one-to-one relationship and measuring the value of each customer is an advantage in the fearless market. Organizations if they knew what customers wants would offering only those products or services they want, but to help them to know the customers’ needs better, they use models, new methods and calculation of performance indicators. One of the models which help organizations to determine the customer value and centricity is Net Promoter Score (NPS), its formula being developed by Reichheld F. in 2006. Our research is made on 10 organizations and on 150 respondents and is consisting in using NPS in order to observe customers’ perception of the analysed brands, to measure how well the brand is having satisfayed and loyal customers, and the desire for recommendation of the analysed brand. Our article is using simulation, modeling and IT programs to observe possible relationships and future trends.
Milka Elena Escalera Chávez and Cristóbal Hernández
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Samuel Ampaw, Edward Nketiah-Amponsah and Bernardin Senadza
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