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Survey evidence on customer markets

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Titill: Survey evidence on customer marketsSurvey evidence on customer markets
Höfundur: Gylfi Zoëga 1963 ; Þorlákur Karlsson 1954 ; Choudhary, Ali
URI: http://hdl.handle.net/10802/4779
Útgefandi: Central Bank of Iceland, Economics Department
Útgáfa: 11.2009
Ritröð: Central Bank of Iceland., Working papers ; 45
Efnisorð: Markaðsrannsóknir; Viðskiptavinir
ISSN: 1028-9445
Tungumál: Enska
Tengd vefsíðuslóð: http://www.sedlabanki.is/lisalib/getfile.aspx?itemid=7474
Tegund: Skýrsla
Gegnir ID: 001146608
Athugasemdir: Myndefni: töflur
Útdráttur: 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.


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