10.4225/03/59fab4cf9a10e
Bennington, Lynne
Lynne
Bennington
Cummane, James
James
Cummane
Customer-Driven Research: The Enhanced Focus Group to Establish Value and Service Quality
Monash University
2017
Service quality
Customer
Business-to-business research
Value
1996
1959.1/35961
monash:6882
2017-11-02 06:01:50
Journal contribution
https://bridges.monash.edu/articles/journal_contribution/Customer-Driven_Research_The_Enhanced_Focus_Group_to_Establish_Value_and_Service_Quality/5562277
This paper discusses a customer-driven research approach which overcomes many of the problems of existing market research techniques and integrates qualitative and quantitative techniques to provide insights into what creates value for customers. The approach described provides a variation on the Gap model and is illustrated in the context of business-to-business marketing. A by-product of the approach is that it acts as a very powerful impetus for service quality improvement.