I&H Roos
Switching methodsInger Roos
Inger Roos is Associate Professor of Marketing at the Service Research Center at Karlstad University, Sweden and active consultant at I & H Roos Ab Oy. Before joining Karlstad University, Roos was a businesswoman, owning and running a supermarket for 20 years. During this time, through the successful use of customer panels and personnel feedback groups, she was able to develop her practical skills in relationship marketing.
References
The long-term research project being conducted in cooperation with TeliaSonera has generated important knowledge. When it began in 1999 the starting point was that not all factors in relationships are equally relevant to loyalty.
More infoJournal of Marketing
JM published an article on the trigger function in 2005. It is a rare experience for researchers in the Nordic countries to have their work published in this journal.
Gustafsson, Anders, Michael D. Johnson and Inger Roos (2005) “The Effects of Customer Satisfaction, Relationship Commitment Dimensions and Triggers on Customer Retention,” Journal of Marketing, Volume 69, Number 4 (October) CRM Special Section, 210-218.
How do you keep your customers loyal?
Companies want to hold on to the customers who are right for them. One strategy they often use is to elicit customer feedback about the service, competiveness and price level. Research shows, however, that direct questions about future behavior are almost impossible to answer. They should therefore be avoided in studies investigating future loyalty. Focusing on sensitivity in customer relationships may offer fruitful glimpses into the future!
Customer Switching Behavior
For many years companies seeking to understand customer relationships have focused on customer satisfaction. It is important, but it only gives a fragmented picture. Customer expression of satisfaction represents the communicative part of the relationship, but leaves out contextual issues such as the impact of competitors and changes in customers’ lives.
Latest project
LET-project In the LET-project (Loyalty Enhancing Tool) a tool for companies and organizations to designing a communication that enhances the loyalty amongst customers has been developed. The insight of the difference between active and passive customers in terms of how they perceive and acknowledge their relationships was the start. The psychological literature has frequently pointed out the necessary condition for creating loyalty in terms of knowledge. Today when many service industries have 40 and 50 % passive customers of the total customer base, an activating tool is imperative. The results of the project clearly point to the importance of establishing the communication base in actual behavior. Only when communication includes necessary information for the particular customer it attracts to the customer, and only then the knowledge of the relationship is enhanced and only then the loyalty is increased.