Home

Keller Center Research Report

Keller Center for Research

KCRR - Test Header
Download Issue

September 2018 (Vol. 11, Iss. 3)


Gratitude in Buyer-Seller Relationships

Stephanie M. Mangus, PhD, Dora E. Bock, PhD, Eli Jones, PhD, and Judith Anne Garretson Folse, PhD
Gratitude has immense value to firms and is linked to increases in share of wallet, sales revenue, sales growth, and customer commitment. Our research shows how sales professionals can improve their relational outcomes with customers by fostering more grateful customers through their own expressions of gratitude.
Keywords: Customer Relations, Service
(
READ THIS ARTICLE)

Why People Like Where They Live

Robyn Driskell, PhD, Larry Lyon, PhD, and Brittany M. Fitz-Chapman, PhD
Community and individual-level factors affect the satisfaction a person derives from living in his or her community. How do we determine if a community is meeting the needs of the person, and how do we better prepare our communities, moving forward, to appeal to potential homeowners?
Keywords: Customer Relations, Lead Generation
(
READ THIS ARTICLE)

Strategic Personal Branding—And How It Pays Off

Deva Rangarajan, PhD, Betsy D. Gelb, PhD, and Amy Vandaveer
A well-defined and consistent personal brand can elevate agent recognition, generate leads, and build authority and credibility. It can also help agents develop a unique value proposition, identify target customers, and humanize marketing campaigns. Does your personal brand communicate the right message?
Keywords: Marketing and Sales
(
READ THIS ARTICLE)

Valuable Virality

Ezgi Akpinar, PhD and Jonah Berger, PhD
Viral ad campaigns have become a necessity in the digital world. Our research examines the key factors driving valuable virality and shows how the sharing of an ad and brand evaluation of a product are dependent on ad content.
Keywords: Marketing and Sales, Social Media
(
READ THIS ARTICLE)

Judging a Book by Its... Online Reviews?

Pareezad Zarolia,PhD and Kateri McRae, PhD
In the simplest of transactions, the exchange of goods and services between a buyer and a seller develops a relationship that is dependent on trust. This study examines how direct and indirect impressions influence the development of trust in social relationships.
Keywords: Customer Relations, Marketing and Sales, Social Media
(
READ THIS ARTICLE)

INSIDER: Why Women Buy

Courtney A. Harris, MBA
Research shows that women account for 85 percent of all consumer purchases and have $7 trillion in buying power. In Why Women Buy, Dawn Jones shares insights to provide sales professionals with a relevant and detailed guidebook for improving results with and meeting the needs of this powerful market.
Keywords: Customer Relations, Insider
(
READ THIS ARTICLE)

INSIDER: Sales EQ

Kevin Pettit, MBA Candidate
In Sales EQ, Jeb Blount explains that the emotional experience of buying is more important than any product, price, or feature. To be an effective sales person, it is necessary to approach people the way they buy rather than the way you sell, which requires high emotional intelligence and knowledge of how people make decisions.
Keywords: Customer Relations, Insider
(
READ THIS ARTICLE)

Border Title