IDEAS home Printed from https://ideas.repec.org/a/aes/icmbdj/v2y2016i1p209-218.html
   My bibliography  Save this article

Goals, Strategies and Expected Return on Investment of Customer Education: An Exploratory Case Study

Author

Listed:
  • Kamel Ben Youssef

    (Université Paris Ouest Nanterre La Défense)

  • Milena Viassone

    (University of Turin,)

  • Erick Leroux

    (University of Paris XIII)

Abstract

The aim of this research is to provide insight and deeper understanding of the goals, strategies and expected return on investment of customer education by organizations of coffee companies in Italy. For this study, the following research questions were posed: How the objectives and strategies of customer education initiatives by the organization can be described? And how the expected return on investment of the customer education initiatives by organizations described? Based on the above discussions, the main research methodology was a case study. An in-depth study of the case was conducted in an seminal coffee on the objectives, strategies and expected benefits of educational initiatives for customers by the School coffee. Data practitioners are consistent with the theory. Through this research, it was found that the customer education process to create value, must obey to the five following qualities: be easy, be relevant, be fresh, manageable and measurable. At the end of this study, the results indicate that the main objectives, strategies and benefits of customer education initiatives by those organizations were higher profitability, cost reduction, customer performance, customer satisfaction, customer retention and loyalty and the positive impact on the overall performance of the organization in the long term. Based on this, implications for managing customer education from the distributor perspective and future research direction are subsequently discussed.

Suggested Citation

  • Kamel Ben Youssef & Milena Viassone & Erick Leroux, 2016. "Goals, Strategies and Expected Return on Investment of Customer Education: An Exploratory Case Study," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 2(1), pages 209-218, July.
    • Handle: RePEc:aes:icmbdj:v:2:y:2016:i:1:p:209-218
    as

    Download full text from publisher

    File URL: http://www.mbd.ase.ro/RePEc/aes/icmbdj/2016/ICMBD_V2_2016_67.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. McNeal, James U., 1978. "Consumer education as a competitive strategy," Business Horizons, Elsevier, vol. 21(1), pages 50-56, February.
    2. repec:dau:papers:123456789/11067 is not listed on IDEAS
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Abosag, Ibrahim & Baker, Thomas L. & Hall, Kristina Lindsey & Voulgari, Aliki-Dimitra & Zheng, Xiaoyuan, 2017. "Antecedents and consequences of liking in retail service relationships in China and Greece," International Business Review, Elsevier, vol. 26(3), pages 566-578.

    More about this item

    Keywords

    Customer education; Consumer loyalty; Customer satisfaction; Customer Value.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aes:icmbdj:v:2:y:2016:i:1:p:209-218. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Lucian Onisor (email available below). General contact details of provider: https://edirc.repec.org/data/aseeero.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.