129786 20240205160603.0 doi 10.1007/s11747-017-0554-5 sideral 100828 ART-2018-100828 eng Petersen, J.Andrew Unlocking the power of marketing: understanding the links between customer mindset metrics, behavior, and profitability 2018 Access copy available to the general public Unrestricted Recent evidence about the central role played by perceptual constructs in driving performance outcomes has produced a renewed interest in studying customer mindset metrics (CMMs; e.g., satisfaction, service quality, and loyalty intentions). However, we still lack a proper understanding of how (i.e., process) and to what extent (i.e., magnitude) these CMMs ultimately translate into profitability at the customer level. In this study, we integrate CMMs into an individual-level framework of customer behavior and profitability and provide a conceptual understanding of the process through which these metrics influence customer profitability. Specifically, we propose three mechanisms through which CMMs affect customer behavior and profitability: behavioral effect, marketing effectiveness effect, and marketing efficiency effect. We empirically test this framework across two distinct contexts, a B2B high-tech firm and a B2C telecommunications firm. The results demonstrate that these unobservable CMMs have a significant and multi-dimensional impact on customer behavior and customer profitability. Furthermore, we compute the increases in customer behavior and customer profitability that each firm can expect due to increases in CMMs to help firms improve resource allocation and make better decisions about how much (and when) to invest in CMMs. info:eu-repo/grantAgreement/ES/DGA/S09-PM062 info:eu-repo/grantAgreement/ES/MINECO-FEDER/ECO2014-54760 info:eu-repo/semantics/openAccess All rights reserved http://www.europeana.eu/rights/rr-f/ 9.36 2018 BUSINESS 3 / 147 = 0.02 2018 Q1 T1 4.801 2018 Business and International Management 2018 Q1 Marketing 2018 Q1 Economics and Econometrics 2018 Q1 info:eu-repo/semantics/article info:eu-repo/semantics/acceptedVersion Kumar, V. Polo, Yolanda Universidad de Zaragoza (orcid)0000-0002-3119-5838 Sese, F.Javier Universidad de Zaragoza (orcid)0000-0001-5321-8052 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 46, 5 (2018), 813-836 J. Acad. Mark. Sci. JOURNAL OF THE ACADEMY OF MARKETING SCIENCE 0092-0703 1424777 http://zaguan.unizar.es/record/129786/files/texto_completo.pdf Postprint 1233267 http://zaguan.unizar.es/record/129786/files/texto_completo.jpg?subformat=icon icon Postprint oai:zaguan.unizar.es:129786 articulos driver 2024-02-05-16:03:02 ARTICLE