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

Kamel Ben Youssef (), Milena Viassone () and Erick Leroux ()
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Kamel Ben Youssef: Université Paris Ouest Nanterre La Défense
Milena Viassone: University of Turin,
Erick Leroux: University of Paris XIII

International Conference on Marketing and Business Development Journal, 2016, vol. 2, issue 1, 209-218

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.

Keywords: Customer education; Consumer loyalty; Customer satisfaction; Customer Value. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2016
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