A study of research customers: Overall satisfaction and recommendations for improvements

Simple item page
dc.contributor.authorBaaken, T.
dc.contributor.authorvon Hagen, F.
dc.contributor.authorPlewa, C.
dc.contributor.conferenceAustralia and New Zealand Marketing Academy Conference (2004 : Wellington, N.Z.)
dc.contributor.editorWiley, J.
dc.date.issued2004
dc.description.abstractIn Australia and elsewhere, research is increasingly outsourced to specialized research institutions. While a growing body of literature has become dedicated in the areas of research commercialisation and technology transfer, this research has tended to overlook marketing principles, such as customer satisfaction and customers’ performance evaluations. In addition, science as a marketable service and/or product has so far been largely ignored by marketing academics and practitioners. This paper aims at filling this gap by applying traditional marketing theory to science as a marketable offering, more specifically by examining the overall satisfaction and performance evaluations of research providers in Australia. Based on 100 telephone interviews with clients of universities and other research institutions, an overall satisfaction level with research providers is discussed. The paper then identifies key concepts of customer demand and explores performance evaluations regarding these factors. The paper concludes with recommendations for academics and practitioners engaged in research commercialisation as well as suggestions for further research.
dc.identifier.citationProceedings of ANZMAC 2004: Marketing accountablities and responsibilities [online] / Jim Wiley and Peter Thirkell (eds.):pp.www1-www7
dc.identifier.isbn0475122143
dc.identifier.orcidPlewa, C. [0000-0002-4570-0065]
dc.identifier.urihttp://hdl.handle.net/2440/29365
dc.language.isoen
dc.publisherANZMAC
dc.publisher.placeCD-ROM
dc.relation.ispartofANZMAC 2004 Conference Proceedings
dc.source.urihttp://pandora.nla.gov.au/pan/25410/20050805-0000/130.195.95.71_8081/WWW/ANZMAC2004/CDsite/authors.html
dc.subjectresearch customers
dc.subjectscience marketing
dc.subjectsatisfaction
dc.subjectperformance evaluation
dc.titleA study of research customers: Overall satisfaction and recommendations for improvements
dc.typeConference paper
pubs.publication-statusPublished

Files

Collections

Business School publications