The effect of experience on the market orientation of customer databases

Hart, Susan, Banerjee, Madhumita, Tzokas, Nikolaos and Roslender, Robin (2004) The effect of experience on the market orientation of customer databases. Journal of Customer Behaviour, 3 (1). pp. 101-107. ISSN 1477-6421

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Abstract

Through the appropriate use of customer information captured through customer databases, firms can not only ascertain the current and future needs of their customers but also use this intelligence in streamlining their market orientation. In order to further research in this area, an exploratory survey of UK firms across industry sectors was undertaken. The research findings indicate that though firms capture pertinent customer information, this intelligence is chiefly used for operational aspects and the strategic use of customer databases is yet to be exploited.

Item Type:	Article
Faculty \ School:	Faculty of Social Sciences > Norwich Business School
Depositing User:	Nicola Secker
Date Deposited:	18 Apr 2011 15:37
Last Modified:	09 Aug 2023 14:30
URI:	https://ueaeprints.uea.ac.uk/id/eprint/29552
DOI:	10.1362/147539204323074628

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