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    • All HBS Web  (1,137)
      • Faculty Publications  (174)

      Customer Satisfaction Remove Customer Satisfaction →

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      Rethinking Customer Satisfaction
      Achieving Customer Satisfaction at Pizza Hut (A)
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      • January 2021
      • Case

      TCS: From Physical Offices to Borderless Work

      By: Prithwiraj Choudhury and Malini Sen
      Tata Consultancy Services (TCS), a multinational IT services company headquartered in Mumbai, is a subsidiary of one of India’s most reputed conglomerates, the Tata Group. In 2020, TCS was valued at $144.7 billion, the highest for any company in the IT sector,...  View Details
      Keywords: Business Organization; Change Management; Transformation; Decision Choices And Conditions; customer satisfaction; Information Technology Industry; India; Asia; United States; Europe
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      Choudhury, Prithwiraj, and Malini Sen. "TCS: From Physical Offices to Borderless Work." Harvard Business School Case 621-081, January 2021.
      • October 5, 2020
      • Editorial

      Robots Save Us Time—But Do They Make Us Happier?

      By: A.V. Whillans, Emanuel de Bellis, Fabian Nindl and Tobias Schlager
      Autonomous products such as robotic vacuum cleaners, lawn mowers, and playmates for our pets are meant to improve people’s lives—but do they actually make consumers happier? The authors share the results of recent research which found that owning autonomous products...  View Details
      Keywords: Technology; Consumer Behavior; Attitudes; customer satisfaction; Marketing Communications
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      Whillans, A.V., Emanuel de Bellis, Fabian Nindl, and Tobias Schlager. "Robots Save Us Time—But Do They Make Us Happier?" Harvard Business Review Digital Articles (October 5, 2020).
      • September 2020 (Revised October 2020)
      • Case

      Zameer Kassam Fine Jewelry: Engaging Clients

      By: Ryan W. Buell and Amy Klopfenstein
      Zameer Kassam Fine Jewelry (ZKFJ) designs custom engagement rings that tell the story of a couple’s relationship. The case describes the company’s process for engaging clients, which has historically been a relatively offline, high-touch experience. Obliged by...  View Details
      Keywords: Customer Engagement; Service Delivery; Health Pandemics; Online Technology; customer satisfaction; Organizational Change And Adaptation; Growth And Development; Retail Industry
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      Buell, Ryan W., and Amy Klopfenstein. "Zameer Kassam Fine Jewelry: Engaging Clients." Harvard Business School Case 621-043, September 2020. (Revised October 2020.)
      • September 2020
      • Case

      Uber at a Crossroads (2017)

      By: Ramon Casadesus-Masanell and Karen Elterman
      This case describes the history of Uber, its business model—including the ways it differed from that of the traditional taxi industry—and its competition with Lyft. The case is set in 2017, a year in which Uber was plagued by even more scandals than usual, though its...  View Details
      Keywords: Business Startups; Business Model; customer satisfaction; Fairness; Values And Beliefs; Price; Profit; Revenue; Investment; Government Legislation; Business History; Compensation And Benefits; Resignation And Termination; Employment; Wages; Lawfulness; Leadership Style; Leading Change; Management Style; Market Entry And Exit; Two-sided Platforms; Product Design; Organizational Culture; Problems And Challenges; Attitudes; Strategy; Competitive Strategy; Expansion; Transportation Networks; Mobile Technology; Technology Platform; Valuation; Transportation Industry; Technology Industry; United States
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      Casadesus-Masanell, Ramon, and Karen Elterman. "Uber at a Crossroads (2017)." Harvard Business School Case 721-376, September 2020.
      • Fall 2020
      • Article

      Competing on Customer Outcomes

      By: Marco Bertini and Oded Koenigsberg
      Customers ultimately want to pay for meaningful outcomes, not the products and services that presumably deliver them. Today, companies can be increasingly accountable for those outcomes with three kinds of technologically-enhanced revenue models. Adopt one to better...  View Details
      Keywords: Market Positioning; Revenue Strategy; customer satisfaction; Marketing Strategy; Business Model; Value Creation
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      Bertini, Marco, and Oded Koenigsberg. "Competing on Customer Outcomes." MIT Sloan Management Review 62, no. 1 (Fall 2020).
      • July 2020 (Revised November 2020)
      • Case

      Pricing at Netflix

      By: Elie Ofek, Marco Bertini, Oded Koenigsberg and Amy Klopfenstein
      Since its launch in 1998 as “the Amazon.com of DVDs,” Netflix had evolved from a DVD rental company to a video streaming platform and producer of original films and television shows. As the company matured, it regularly increased prices and adjusted its product...  View Details
      Keywords: Pricing; Marketing; Marketing Strategy; Entertainment; Film Entertainment; Television Entertainment; Finance; Price; Strategy; Competition; Competitive Strategy; Business Strategy; Adaptation; Technology; Internet; Online Technology; Technology Platform; customers; customer satisfaction; customer Value And Value Chain; Entertainment And Recreation Industry; North And Central America; United States
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      Ofek, Elie, Marco Bertini, Oded Koenigsberg, and Amy Klopfenstein. "Pricing at Netflix." Harvard Business School Case 521-004, July 2020. (Revised November 2020.)
      • April 2020 (Revised June 2020)
      • Case

      Oriental Land Co., Ltd.—Tokyo Disney Resort

      By: Ramon Casadesus-Masanell and Akiko Kanno
      This case describes the history of Oriental Land Co. Ltd.’s (OLC's) Tokyo Disney Resort (TDR), its operations, the extent of vertical integration, and the challenges it faced in 2018 as OLC's chairman and CEO, Toshio Kagami, contemplated how best to deal with...  View Details
      Keywords: Strategy For Multi-business Firm; Business Models; Growth; Theme Parks; Disney; Disney Parks; Licensing; Royalties; Two-part Tariffs; Oriental Land Co.; Tokyo Disneyland; Tokyo Disneysea; Tokyo Disney Resort; Tokyo Disney; Growth Strategy; Hotels; Hotel Industry; Partnership; Development; Attractions; Rides; Urayasu; Kagami; Congestion; Pricing; Amusement Parks; Amusement Park Industry; Brand; Branding; History; Olc; Corporate Strategy; Competitive Strategy; Business History; Price; Retention; Growth And Development; Growth And Development Strategy; Brands And Branding; Agreements And Arrangements; Contracts; Operations; Vertical Integration; Problems And Challenges; Partners And Partnerships; Business Strategy; Expansion; Rail Transportation; Transportation Networks; Accommodations Industry; Entertainment And Recreation Industry; Tourism Industry; Asia; Japan; Tokyo; United States
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      Casadesus-Masanell, Ramon, and Akiko Kanno. "Oriental Land Co., Ltd.—Tokyo Disney Resort." Harvard Business School Case 720-460, April 2020. (Revised June 2020.)
      • 2020
      • Working Paper

      Consumer Protection in an Online World: An Analysis of Occupational Licensing

      By: Chiara Farronato, Andrey Fradkin, Bradley Larsen and Erik Brynjolfsson
      We study the effects of occupational licensing on consumer choices and market outcomes in a large online platform for residential home services. We exploit exogenous variation in the time at which licenses are displayed on the platform to identify the causal effects of...  View Details
      Keywords: Occupational Licensing; Consumer Protection; Governing Rules, Regulations, And Reforms; Consumer Behavior; Decision Making; customer satisfaction
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      Farronato, Chiara, Andrey Fradkin, Bradley Larsen, and Erik Brynjolfsson. "Consumer Protection in an Online World: An Analysis of Occupational Licensing." NBER Working Paper Series, No. 26601, January 2020.
      • November 2019 (Revised May 2020)
      • Case

      Collibra

      By: Lynda M. Applegate, Jeffrey F. Rayport and Julia Kelley
      Founded in 2008 at Vrije Universiteit Brussels, Collibra was a data intelligence company that found product-market fit in the years after the global financial crisis when many companies were under pressure from consumers and governments to improve their data management...  View Details
      Keywords: Entrepreneurship; Governance; Innovation And Invention; Technological Innovation; Markets; Technology; Information Technology; Software; Technology Adoption; Technology Platform; Semantic Web; customer Focus And Relationships; customer satisfaction; Expansion; Information Technology Industry; Technology Industry; Europe; Belgium; Brussels; North And Central America; United States; New York (city, Ny); New York (state, Us)
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      Applegate, Lynda M., Jeffrey F. Rayport, and Julia Kelley. "Collibra." Harvard Business School Case 820-013, November 2019. (Revised May 2020.)
      • November 2019
      • Case

      Scaling at Chief

      By: Katherine B. Coffman, Jeffrey J. Bussgang, Kathleen L. McGinn, Julia Kelley and Katherine Chen
      Chief is a New York-based peer network that provides mentorship, support, networking opportunities, and a sense of community to women executives. Co-founders Carolyn Childers and Lindsay Kaplan launched the company in January 2019, and just two months later, Chief has...  View Details
      Keywords: Entrepreneurship; Leadership Development; Expansion; Growth Management; customer satisfaction; North And Central America; United States; New York (state, Us); New York (city, Ny)
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      Coffman, Katherine B., Jeffrey J. Bussgang, Kathleen L. McGinn, Julia Kelley, and Katherine Chen. "Scaling at Chief." Harvard Business School Case 920-021, November 2019.
      • September 2019 (Revised February 2020)
      • Teaching Note

      Commonwealth Bank of Australia: Unbanklike Experimentation

      By: Ryan W. Buell and Leslie K. John
      Email mking@hbs.edu for a courtesy copy.

      This Teaching Note explains the theory of the case and teaching plan for the case: Commonwealth Bank of Australia: Unbanklike Experimentation (619-018). In August 2017,...  View Details
      Keywords: Transparency; Experimentation; Banks And Banking; Credit Cards; customer Focus And Relationships; Competitive Strategy; Banking Industry; Australia
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      Buell, Ryan W., and Leslie K. John. "Commonwealth Bank of Australia: Unbanklike Experimentation." Harvard Business School Teaching Note 620-041, September 2019. (Revised February 2020.)
      • Article

      The Magic That Makes Customer Experiences Stick

      By: Stefan Thomke
      Why do some customer experiences have that magical "wow" factor, making them all destined for success, while others get few, if any, enthusiastic customer responses? How would we "design" a great customer experience? These are some of the questions that the article...  View Details
      Keywords: Customer Experience; Emotion; Innovation; Experimentation; Storytelling; customer satisfaction; Emotions; Design; Innovation And Invention
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      Thomke, Stefan. "The Magic That Makes Customer Experiences Stick." MIT Sloan Management Review 61, no. 1 (Fall 2019).
      • August 2019 (Revised January 2021)
      • Case

      The Walt Disney Company: Theme Parks

      By: Rory McDonald, Allison Mnookin and Iuliana Mogosanu
      As he seeks to place the division he leads on a firm footing for the future, Tom Staggs, chairman of Walt Disney Parks and Resorts, is considering a range of investments designed either to upgrade the guest experience in the company’s existing parks or to expand access...  View Details
      Keywords: Entertainment; Investment; Expansion; Decision Making; customer satisfaction
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      McDonald, Rory, Allison Mnookin, and Iuliana Mogosanu. "The Walt Disney Company: Theme Parks." Harvard Business School Case 620-039, August 2019. (Revised January 2021.)
      • August 2019
      • Article

      When and How to Diversify—A Multicategory Utility Model for Personalized Content Recommendation

      By: Yicheng Song, Nachiketa Sahoo and Elie Ofek
      Sometimes we desire change, a break from the same or an opportunity to fulfill different aspects of our needs. Noting that consumers seek variety, several approaches have been developed to diversify items recommended by personalized recommender systems. However,...  View Details
      Keywords: Recommender Systems; Personalization; Recommendation Diversity; Variety Seeking; Collaborative Filtering; Consumer Utility Models; Digital Media; Clickstream Analysis; Learning-to-rank; Consumer Behavior; Media; customization And Personalization; Strategy; Mathematical Methods
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      Song, Yicheng, Nachiketa Sahoo, and Elie Ofek. "When and How to Diversify—A Multicategory Utility Model for Personalized Content Recommendation." Management Science 65, no. 8 (August 2019): 3737–3757.
      • March–April 2019
      • Article

      Operational Transparency: Make Your Processes Visible to Customers and Your Customers Visible to Employees

      By: Ryan W. Buell
      Conventional wisdom holds that the more contact an operation has with its customers, the less efficiently it will run. But when customers are partitioned away from the operation, they are less likely to fully understand and appreciate the work going on behind the...  View Details
      Keywords: Operational Transparency; Customers; Services; Operations; customer Focus And Relationships; Employees; customer satisfaction; Behavior; Service Industry
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      Buell, Ryan W. "Operational Transparency: Make Your Processes Visible to Customers and Your Customers Visible to Employees." R1902H. Harvard Business Review 97, no. 4 (March–April 2019): 102–113.
      • 2019
      • Working Paper

      Mitigating the Negative Effects of Customer Anxiety Through Access to Human Contact

      By: Michelle A. Shell and Ryan W. Buell
      It is a well-established result in social psychology that when people feel anxious, they seek advice from others. However, increasingly companies that operate in high-anxiety settings (like financial services, health care, and education) are deploying self-service...  View Details
      Keywords: Anxiety; customers; Emotions; Service Delivery; Interpersonal Communication; customer satisfaction; Trust
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      Shell, Michelle A., and Ryan W. Buell. "Mitigating the Negative Effects of Customer Anxiety Through Access to Human Contact." Harvard Business School Working Paper, No. 19-089, February 2019.
      • January 2019
      • Case

      Understanding the Brand Equity of Nestlé Crunch Bar: A Market Research Case

      By: Jill Avery and Gerald Zaltman
      In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of 20 of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Under the terms of the Nestlé acquisition, each of the purchased...  View Details
      Keywords: Brand Equity; Brands And Branding; Marketing; Marketing Strategy; Market Research; Consumer Behavior; Qualitative Research; Marketing Communication; customer satisfaction; Brands And Branding; Consumer Behavior; Marketing Communications; Marketing Strategy; Food And Beverage Industry; United States; North America; Italy
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      Avery, Jill, and Gerald Zaltman. "Understanding the Brand Equity of Nestlé Crunch Bar: A Market Research Case." Harvard Business School Case 519-061, January 2019.
      • December 2018
      • Case

      Choosy

      By: Jeffrey J. Bussgang and Julia Kelley
      Founded in 2017, Choosy is a data-driven fashion startup that uses algorithms to identify styles trending on social media. After manufacturing similar items using a China-based supply chain, Choosy sells them to consumers through its website and social media pages....  View Details
      Keywords: Artificial Intelligence; Algorithms; Machine Learning; Neural Networks; Instagram; Social Media; Influencer; Fast Fashion; Design; customer satisfaction; customer Focus And Relationships; Decision Making; Cost Vs Benefits; Innovation And Invention; Brands And Branding; Product Positioning; Demand And Consumers; Supply Chain; Production; Logistics; Business Model; Expansion; Internet; Mobile Technology; Online Technology; Technology Platform; Technology Industry; Fashion Industry; North And Central America; United States; New York (state, Us); New York (city, Ny)
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      Bussgang, Jeffrey J., and Julia Kelley. "Choosy." Harvard Business School Case 819-054, December 2018.
      • November 2018 (Revised May 2019)
      • Case

      California Closets: Organizing the Customer Experience

      By: Boris Groysberg and Annelena Lobb
      California Closets had used robust net promoter score (NPS) data, surveyed across its locations, to create a more consistent and satisfying customer experience. CEO Bill Barton wanted to further optimize the customer experience around best practices. He also wanted to...  View Details
      Keywords: Net Promoter Score; customer Relationship Management; customer satisfaction; customers; Acquisition; Demographics; Strategy
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      Groysberg, Boris, and Annelena Lobb. "California Closets: Organizing the Customer Experience." Harvard Business School Case 419-004, November 2018. (Revised May 2019.)
      • October 2018 (Revised February 2020)
      • Case

      Commonwealth Bank of Australia: Unbanklike Experimentation

      By: Ryan W. Buell and Leslie K. John
      Email mking@hbs.edu for a courtesy copy.

      In August 2017, Commonwealth Bank of Australia was looking for ways to differentiate itself from competing banks and was also trying to improve the financial well-being of...  View Details
      Keywords: Transparency; Experimentation; Banks And Banking; Credit Cards; customer Focus And Relationships; Competitive Strategy; Banking Industry; Australia
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      Buell, Ryan W., and Leslie K. John. "Commonwealth Bank of Australia: Unbanklike Experimentation." Harvard Business School Case 619-018, October 2018. (Revised February 2020.)
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