Thomas Bister-Fusser – författare

Scientific Essay from the year 2011 in the subject Business economics - Business Management, Corporate Governance, , language: English, abstract: The question, whether customer satisfaction is a reliable indicator for successful financial investment is a rather new field of study. Mainly promoted by Fornell and his associates, the question at first sight, seems to be an empirical question, i.e. a question whether customer satisfaction has anything to add to prediction accuracy of financial performance models. However, this macro-economic view on customer satisfaction is just one of two possible views, the other being the question whether individual investor's satisfaction provides any kind of clue as to future investment decisions taken by the respective investor. Already, the smooth surface of customer satisfaction models advocated in order to show correlations between investment and satisfaction begins to get wrinkled. Further worry lines emerge, once questions like "e;is customer satisfaction measured in a consistent fashion?"e; or "e;is customer satisfaction unanimously defined?"e; are asked. This brief research paper will ask exactly these questions and it will do so for the newly emerging field of research linking financial investment and performance with customer satisfaction. Given this agenda, the structure of this paper is straightforward. First, results of a search, gathering papers that deal with customer (Investor) satisfaction and financial performance or financial investment will be reported, then the respective definitions of customer satisfaction will be scrutinized for communalities and differences. Furthermore, differences in the measurement of customer satisfaction will be reported and assessed, and finally, results of the research scrutinized in this paper will be reported before the background of the results gathered so far. A summary of results and the most important conclusions to be drawn from this research will be reported in the final chapter of this paper.

Scientific Essay from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing, , language: English, abstract: Literature has amassed a considerable number of models trying to explain behaviour. Behavioural models stressing learning and the importance of stimulus-response patterns exist besides models favouring psychological variables like personality and attitudes when it comes to the explanation of behaviour. Especially personality traits gained some prominence in explaining behaviour. Other models highlight situational factors and their influence on rational decision making while a final set of models is concerned with individual's motives and other variables inherent to actors and not visible to the outside world. Most economic models assume actors to be rational and furthermore assume that given particular circumstances or situational variables only one course of action is feasible or rational. Restrictions to this model have been made by authors that highlight individual decisions dependency on the way the respective individuals see reality, i.e. the way they frame their decision problem. For example, an economist of Keynesian origin will come-up with completely different solutions when he addresses the problem of general demand as by contrast will a libertarian economist raised in the heredity of F. A. Hayek s teachings. Thus, subjective rationality depends on circumstances (and preferences) and accordingly, it becomes interesting to look at the circumstances surrounding and influencing individual decision-making. Icek Ajzen and Martin Fishbein have done so and suggested a model for explaining individual behaviour based on a number of variables which will be elaborated in the course of this paper. Furthermore, Engel, Blackwell and Miniard proposed an elaborate model designed to explain customer s decision making. This model will also be discussed in the remainder of this paper the aim of which is to provide a model capable of explaining investors decisions and the place customer satisfaction can take within such a model. To do so, the next chapter will elaborate the two models designed to explain individual behaviour mentioned so far. This done, the following chapter will look into the properties of customer satisfaction and use the identified properties to fit it into the theoretical model elaborated in the previous chapter. The paper ends with a summary and a short discussion of the way the developed model can be used in research.