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Customer Centric Marketing Strategies: The Importance and Measurement of Customer Satisfaction – Offline vs. Online

Customer Centric Marketing Strategies: The Importance and Measurement of Customer Satisfaction – Offline vs. Online

Elsa Serpico, Barbara Aquilani, Alessandro Ruggieri, Cecilia Silvestri
Copyright: © 2013 |Pages: 43
ISBN13: 9781466625242|ISBN10: 1466625244|EISBN13: 9781466625259
DOI: 10.4018/978-1-4666-2524-2.ch016
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MLA

Serpico, Elsa, et al. "Customer Centric Marketing Strategies: The Importance and Measurement of Customer Satisfaction – Offline vs. Online." Customer-Centric Marketing Strategies: Tools for Building Organizational Performance, edited by Hans-Ruediger Kaufmann and Mohammad Fateh Ali Khan Panni, IGI Global, 2013, pp. 315-357. https://doi.org/10.4018/978-1-4666-2524-2.ch016

APA

Serpico, E., Aquilani, B., Ruggieri, A., & Silvestri, C. (2013). Customer Centric Marketing Strategies: The Importance and Measurement of Customer Satisfaction – Offline vs. Online. In H. Kaufmann & M. Panni (Eds.), Customer-Centric Marketing Strategies: Tools for Building Organizational Performance (pp. 315-357). IGI Global. https://doi.org/10.4018/978-1-4666-2524-2.ch016

Chicago

Serpico, Elsa, et al. "Customer Centric Marketing Strategies: The Importance and Measurement of Customer Satisfaction – Offline vs. Online." In Customer-Centric Marketing Strategies: Tools for Building Organizational Performance, edited by Hans-Ruediger Kaufmann and Mohammad Fateh Ali Khan Panni, 315-357. Hershey, PA: IGI Global, 2013. https://doi.org/10.4018/978-1-4666-2524-2.ch016

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Abstract

Building strong relationships with customers has become strategic for firms wishing to sustain their competitive advantage. In order to reach this goal, it is fundamental to continuously work towards an even higher experienced customer satisfaction. Thus, the aim of this chapter is: (a) to review customer satisfaction studies in both offline and online environments, (b) to analyze tools and methods already used to measure it, and (c) to propose a new, comprehensive, and complete theoretical framework that helps evaluate e-customer satisfaction. The last point represents a prerequisite to reach a best and exhaustive understanding of e-customer satisfaction, able to take into account the joint effects of its different antecedents and clearly suggest how to design and shape a website in order to generate an even higher overall customer satisfaction online.

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