Research Papers

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ESOMAR's Research Papers are conference white papers from world's leading marketing, advertising and market research professionals.

ESOMAR members have full and free access to all papers over 18 months old. To access your archive of conference papers head over to MyESOMAR. If you are interested in becoming an ESOMAR member contact our membership team at

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Building a hotel brand: How a business class hotel discovered its brand

Grupo Posadas discovered a disconnect between its high-performing Fiesta Inn brand and that brand's core customer, the business traveler. A variety of research methodologies were used to re-build...


The myth of service recovery

One factor that influences perceptions of recovery efforts is consumer expectations, while a second factor to consider in assessing the effectiveness of service recovery efforts is understanding...


Improving the travel experience

This paper analyses why past efforts to raise air passengers' satisfaction have not helped most airlines to differentiate themselves from competitors. Using years of historical and current data...


The importance of first contact

This paper describes an innovative approach to establishing financial values for each aspect of the hotel guest experience. It addresses the following two, critical planning questions: Can employee...


Playing the Egg game

This paper describes how Egg measures the customer experience across key moments of truth in the customer lifecycle. The authors demonstrate the correlation of agreement with value statements to...


Customer for Life

This paper addresses the success story of Volvo in Germany who, by working hand in hand with their dealers using the global 'Customer for Life' programme, have significantly increased customer...


The effectiveness of customer satisfaction measurements

This paper illustrates the evolution of the dealership training for Ford of Mexico with the global customer satisfaction program, Customer Viewpoint. Ford of Mexico evolved from communicating research...


Satisfied with your customer analysis methods?

While there has been good progress in the past several years in the conceptualization and understanding of the determinants of satisfaction, analytic methods for understanding customer satisfaction...


True loyalty

Both product and customer care impact company customer relationships. Management needs information on their performance and relationship with future business growth. A wide variety of opinions and...


Global customer satisfaction monitoring

This paper reviews some of the key issues facing organisations that monitor customer satisfaction on a global basis. In particular, it investigates the banking sector and draws on the experience of...

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