Survey evidence on customer markets
This paper uses survey data from Iceland on 884 firms to test for the theory of customer markets proposed by Phelps and Winter (1970) and Okun (1981). The results provide support for the customer market theory in that managers agree that customers are valuable to firms – they rank them second only t...
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ftbirkbeckcoll:oai:eprints.bbk.ac.uk.oai2:7605 2023-05-15T16:48:38+02:00 Survey evidence on customer markets Choudhary, A. Karlsson, T. Zoega, Gylfi 2009-11 text https://eprints.bbk.ac.uk/id/eprint/7605/ https://eprints.bbk.ac.uk/id/eprint/7605/1/7605.pdf http://www.ems.bbk.ac.uk/research/wp/2009/0916 en eng Birkbeck College, University of London https://eprints.bbk.ac.uk/id/eprint/7605/1/7605.pdf Choudhary, A. and Karlsson, T. and Zoega, Gylfi (2009) Survey evidence on customer markets. Working Paper. Birkbeck College, University of London, London, UK. Economics Mathematics and Statistics Monograph NonPeerReviewed 2009 ftbirkbeckcoll 2023-01-19T23:23:26Z This paper uses survey data from Iceland on 884 firms to test for the theory of customer markets proposed by Phelps and Winter (1970) and Okun (1981). The results provide support for the customer market theory in that managers agree that customers are valuable to firms – they rank them second only to employees – and they use various means of augmenting and retaining their customer base, such as advertising. Surprisingly, however, price setting appears not to be an important ploy for attracting and retaining customers. In this we confirm the earlier results of Lye and Sibly (1994) using Australian data. Instead, advertising and direct contact with customers are listed as significantly more important. Book Iceland BIROn - Birkbeck Institutional Research Online (Birkbeck University of London) |
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BIROn - Birkbeck Institutional Research Online (Birkbeck University of London) |
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English |
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Economics Mathematics and Statistics |
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Economics Mathematics and Statistics Choudhary, A. Karlsson, T. Zoega, Gylfi Survey evidence on customer markets |
topic_facet |
Economics Mathematics and Statistics |
description |
This paper uses survey data from Iceland on 884 firms to test for the theory of customer markets proposed by Phelps and Winter (1970) and Okun (1981). The results provide support for the customer market theory in that managers agree that customers are valuable to firms – they rank them second only to employees – and they use various means of augmenting and retaining their customer base, such as advertising. Surprisingly, however, price setting appears not to be an important ploy for attracting and retaining customers. In this we confirm the earlier results of Lye and Sibly (1994) using Australian data. Instead, advertising and direct contact with customers are listed as significantly more important. |
format |
Book |
author |
Choudhary, A. Karlsson, T. Zoega, Gylfi |
author_facet |
Choudhary, A. Karlsson, T. Zoega, Gylfi |
author_sort |
Choudhary, A. |
title |
Survey evidence on customer markets |
title_short |
Survey evidence on customer markets |
title_full |
Survey evidence on customer markets |
title_fullStr |
Survey evidence on customer markets |
title_full_unstemmed |
Survey evidence on customer markets |
title_sort |
survey evidence on customer markets |
publisher |
Birkbeck College, University of London |
publishDate |
2009 |
url |
https://eprints.bbk.ac.uk/id/eprint/7605/ https://eprints.bbk.ac.uk/id/eprint/7605/1/7605.pdf http://www.ems.bbk.ac.uk/research/wp/2009/0916 |
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Iceland |
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Iceland |
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https://eprints.bbk.ac.uk/id/eprint/7605/1/7605.pdf Choudhary, A. and Karlsson, T. and Zoega, Gylfi (2009) Survey evidence on customer markets. Working Paper. Birkbeck College, University of London, London, UK. |
_version_ |
1766038713532416000 |