Beteiligte: | , |
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In: | Marketing Science, 14, 1995, 4, S. 343-359 |
veröffentlicht: |
Institute for Operations Research and the Management Sciences (INFORMS)
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Medientyp: | Artikel, E-Artikel |
Umfang: | 343-359 |
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ISSN: |
0732-2399
1526-548X |
DOI: | 10.1287/mksc.14.4.343 |
veröffentlicht in: | Marketing Science |
Sprache: | Englisch |
Schlagwörter: | |
Kollektion: | Institute for Operations Research and the Management Sciences (INFORMS) (CrossRef) |
<jats:p> We consider two broad categories of incentives by which a manufacturer can motivate its retailers to provide high customer satisfaction: (1) manufacturer assistance that reduces the retailer's cost of providing customer satisfaction (CS assistance); and (2) customer satisfaction index (CSI) bonus. We show that if a retailer has a long-term orientation, CS assistance is a more effective coordination mechanism that induces the retailer to expend more effort at customer satisfaction. However, if the retailer has a short-term orientation, CSI bonus is a more effective coordination mechanism. We then show that a long-term oriented retailer is more valuable to a manufacturer than a short-term oriented one. Finally, we show that the use of CS incentives results in greater profits for both the manufacturer and the retailer. </jats:p> |