A cost-benefit analysis of performance technology on customer education and communication environment
Jochih (Maria) Chiu, The University of West Florida, United States
The University of West Florida . Awarded
Performance technology (PT), for customer satisfaction, in the context of providing customer education and communication, is an essential factor of decision making for understanding e-market performance. The purpose of this study was to investigate and explore the influence of e-marketing performance tools or services on achievement of customer satisfaction. Since successful marketing is based on customer satisfaction, cost-benefit analysis is examined in this study regarding the value of hard currency to measure customer satisfaction. Results reflected that a gap exists between customer satisfaction and performance improvement investment. To achieve a win-win strategic advantage in optimal e-marketing equilibrium circumstances, companies should concentrate on filling or at least lessening the gap as follows: Tool= 1
- TotalNumberof PTTools
- TotalNumber ofMajorSuppliers
Chiu, J. A cost-benefit analysis of performance technology on customer education and communication environment. Ph.D. thesis, The University of West Florida.
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