skip to primary navigationskip to content

Cambridge Service Alliance

developing new understanding and approaches to complex service systems

Studying at Cambridge

What Should Marketers Read List for 2014

last modified Feb 16, 2015 12:49 PM
Paper on list of ‘what Should Marketers Read? Academic Trustees Offer Their Choice from 2014’ Marketing Science Institute

Alliance Researcher, Mohamed Zaki, was one of the co-authors of a paper recently selected by the Marketing Science Institute for their list of 'What Should Marketers Read?'. The Academic Trustees gave their selections on key papers for marketers, which includes Mohamed et al's paper on “Analyzing Customer Experience Feedback Using Text Mining: A Linguistics-Based Approach”. The paper was authored by Francisco Vaillarrel Ordones, Babis Theodoulidis, Jamie Burton, Thorsten Gruber, and Mohamad Zaki, and was published in the Journal of Service Research, in August 2014.  

Kay Lemon, Accenture Professor and chair of the Marketing Department at the Carroll School of Management at Boston College, comments on the paper as follows: 

"This article identifies an improved approach to analyzing customer feedback through text mining. This approach is customer experience focused, automating analysis of sentiment in customer feedback and evaluating specific components of the offering and value that customers specify as affecting and shaping their overall experiences.
Why is this important? Firms can use this approach to identify specific opportunities to improve or modify the product or service offering, or to develop new offerings. In addition, by analyzing customer feedback at different periods, firms can analyze the effects (on customer perceptions and experience) of changes in specific consumer touch points, and identify which customers are most influenced by these changes. Automated text mining also enables firms to analyze feedback quickly and, even more importantly, to respond to their customers quickly."

To download this paper please click here.

Filed under:

RSS Feed Latest news

Partner Workshop - Ecosystems for Digital Transformation

Aug 15, 2018

Dr Florian Urmetzer and the Alliance Visitor Dominik Moeslein conducted a three-day workshop with CEMEX managers

Mexican Forum for the Business Transformation

Aug 10, 2018

Veronica Martinez was invited as keynote speaker at the Mexican Forum for the Business Transformation.

Blockchain in Customer Service Management

Aug 09, 2018

Caterpillar Presentation of Blockchain Results: Feasibility and Cost Analysis

Through-life engineering services – Adding business value through a common framework – Guide

Jul 24, 2018

This Publicly Available Specification (PAS) offers guidance to leaders of the UK industry that may enable manufacturing and solution providers in all sectors to win business, gain market share, generate revenue, and earn profits from the application of through-life engineering services (TES).

July Paper

Jul 23, 2018

July Paper on 'Coopetition and Business Models' by Chander Velu

View all news

Upcoming events

Industry Day - 3 October 2018

Oct 03, 2018

Moller Centre, Cambridge

Shift to Services Executive Education Programme

Nov 07, 2018

IfM, Cambridge, UK

Ecosystems Strategy One Day Course

Nov 15, 2018

IfM, Cambridge

Upcoming events