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

Author

Listed:
  • Kamel Ben Youssef

    (Université Paris Ouest Nanterre La Défense)

  • Milena Viassone

    (University of Turin,)

  • Erick Leroux

    (University of Paris XIII)

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.

Suggested Citation

  • Kamel Ben Youssef & Milena Viassone & Erick Leroux, 2016. "Goals, Strategies and Expected Return on Investment of Customer Education: An Exploratory Case Study," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 2(1), pages 209-218, July.
    • Handle: RePEc:aes:icmbdj:v:2:y:2016:i:1:p:209-218
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    References listed on IDEAS

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    1. repec:dau:papers:123456789/11067 is not listed on IDEAS
    2. McNeal, James U., 1978. "Consumer education as a competitive strategy," Business Horizons, Elsevier, vol. 21(1), pages 50-56, February.
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    More about this item

    Keywords

    Customer education; Consumer loyalty; Customer satisfaction; Customer Value.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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