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Service Research that Matters

Service Research that Matters

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Service Research that Matters

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  1. Service Research that Matters Roland Rust University of Maryland

  2. Outline of Talk • Overview of my research program • 11 recommendations • Summary • Q&A

  3. Overview of My Research Program in Service Research • Financial impact of service • Understanding customer satisfaction • Customer-oriented strategy • Customer Equity • E-Service

  4. Financial Impact • Patient satisfaction (JHCM 1992 with Nelson, Zahorik & others) • Financial impact (JR 1993 with Zahorik) – best article award • Return on Quality (Book 1994 with Zahorik & Keiningham)

  5. Financial Impact, cont. • Return on Quality (JM 1995 with Zahorik & Keiningham) – Alpha Kappa Psi Foundation Award • Indirect financial benefits (QMJ 1996 with Danaher) • Customer satisfaction, productivity & profitability (Mktg Sci 1997 with Anderson & Fornell) – Best Services Article Award, Finalist for John D.C. Little Award

  6. Financial Impact, cont. • ROQ at Chase Manhattan Bank (Interfaces 1999 with Keiningham, Clemens & Zahorik) • Quasi-experiments (JMR 2000 with Simester, Hauser & Wernerfelt) • Service quality data for competitive marketing decisions (IJSIM 2000 with Danaher & Varki) • Getting returns from service quality (under review, with Moorman & Dickson)

  7. Understanding Customer Satisfaction • Customer delight (JR 1997 with R.L. Oliver & Varki) – second place for best article • Customer expectation distributions (Mktg Sci 1999 with Inman, Jia & Zahorik) • Should We Delight the Customer? (JAMS 2000 with R.L. Oliver)

  8. Customer-Oriented Strategy • Complaint management (Mktg Mgmt 1992 with Subramanian & Wells) • Improving quality (CMR 1993 with Kordupleski & Zahorik) • Technology & optimal segment size (Mktg Letters 1998 with Varki)

  9. Customer-Oriented Strategy, cont. • The Role of Marketing (JM 1999 with Moorman & Dickson) • Core competence vs. customer responsiveness (HBR 2002) • The Locus of Customer Focus (under review, with Moorman & Dickson)

  10. Customer Equity • Driving Customer Equity (Book 2000 with Zeithaml & Lemon) • Customer Equity drivers (Mktg Mgmt 2001 with Lemon & Zeithaml) • Customer pyramid (CMR 2001 with Zeithaml & Lemon)

  11. Customer Equity, cont. • Resource allocation (Mktg Mgmt 2001 with Lemon & Zeithaml) • CE technical paper (under review, with Lemon & Zeithaml)

  12. E-Service • Video dial tone (JSM 1994 with R.W. Oliver) • The Death of Advertising (JA 1994 with R.W. Oliver) • The Dawn of Computer Behavior (Mktg Mgmt 1997) • Real-time marketing (Mktg Mgmt 1998 with R.W. Oliver & Varki)

  13. E-Service, cont. • E-service & the Consumer (IJEC 2000 with Lemon) • E-Service (Book 2002 with Kannan) • Internet privacy (JAMS 2002 with Kannan & Peng)

  14. And Now 11 Unsolicited Pieces of Advice

  15. 1. Follow the Technology • Computing technology • Internet

  16. Examples • DSS – ROQ & Customer Equity • E-Service

  17. 2. Think Broadly • Tie to other functions & disciplines

  18. Examples • Bayesian model of customer expectation updating • ROQ • Customer Equity

  19. 3. Abandon Yesterday’s News • Best paper is one that starts a new research area

  20. 4. Develop Technical Skills • Experimental design • Econometrics • Psychometrics

  21. 5. Niche, niche, niche • Be the best.

  22. Examples • E-service • Customer equity

  23. 6. Be Provocative • Challenge a sacred cow • Make someone mad!

  24. Examples • ROQ • Customer Equity

  25. 7. Find Co-Authors with Complementary Skills • Compensate for your weaknesses

  26. Examples • Psychology – Rich Oliver • Experimental Design – Jeff Inman • Managerial Research – Chris Moorman

  27. 8. Talk to Managers • Centers • Executive programs • Consulting • Managerial conferences

  28. Examples • Customer Equity • Customer-oriented strategy

  29. 9. Ignore Boundaries • “This is not service.” • “This is not marketing.” • “This is not business.”

  30. 10. Believe in Yourself • The review process • Learning and growing

  31. 11. Sell Your Ideas • Conferences (academic & managerial) • Send out papers (reprints) • Think like a marketer

  32. Follow the technology Think broadly Abandon yesterday’s news Develop technical skills Niche, niche, niche Be provocative Find co-authors with complementary skills Talk to managers Ignore boundaries Believe in yourself Sell your ideas Summary