Improving customer experience through advocacy and morphing : a Web application for Suruga Bank
Name
294907382-MIT.pdf
Description
Full printable version
Size
46.79 MB
Format
Adobe PDF
Checksum (MD5)
7453492915265fc15a0ad7edc9c7f8f3
Author(s)
Tokoro, Yoshio
Advisor(s)
Glen L. Urban.
Date Issued
2008
Publisher
Massachusetts Institute of Technology
Abstract
After the rise of the internet, the relationship between customer and company has changed so that customer power increased. Companies have had to change their marketing activity from mass media based to internet based. At the same time, if the company successfully established web-based communication with the customer, it would be able to expand its business without being constrained by the existing order of market standing. In other words, effective customer-based web solution is critical for companies at present day. Professor Glen Urban propounded two ideas to improve customer experience through web site- one is the "Customer advocacy", which leads to build a trust-based relationship with the customer, and the other is the "Morphing web site" which enable customers to have an optimal web site which fit to their own cognitive or cultural style automatically without customizing the page. The research created a practical web site based on those two ideas, and conducted a market research in order to make clear the effectiveness of advocacy and morphing. Data shows that both advocacy and morphing are effective to improve customer experience, and that the web site based on those ideas has a potential power to change the position of the company in that industry. This research will be a useful reference for companies who need effective web communication with customers.
Description
Thesis (M.B.A.)--Massachusetts Institute of Technology, Sloan School of Management, 2008.
Includes bibliographical references (leaf 87).
Subjects
Sloan School of Management.
MIT Department
Sloan School of Management
Terms of Use
M.I.T. theses are protected by
copyright. They may be viewed from this source for any purpose, but
reproduction or distribution in any format is prohibited without written
permission. See provided URL for inquiries about permission.
copyright. They may be viewed from this source for any purpose, but
reproduction or distribution in any format is prohibited without written
permission. See provided URL for inquiries about permission.
Persistent DSpace Link
