engleski

Knowledge-based approach to consumer insight: The case of CATI-based data collection in Croatia and discussion of its regional implications

Marketing research, as an essential tool for better and deeper understanding of consumer behaviour, needs to be based on data gathered by applying reliable and scientific procedures. This is especially relevant for the service industries, as they are much more vulnerable to consumer dissatisfactiondisloyalty, which, therefore, needs to be detected early enough, in order to avoid business (and other) problems. In such a context, continuous and sophisticated research methodologies serve as an early warning systems to detecting significant issues in consumer behaviour and triggering the appropriate decision-making routines. Although the described procedure could be considered a classical concepttool for the developed economiessocieties, its usage in the wider South-East European (SEE) region has not yet been fully accepted. As to stimulate the development and application of knowledge- based approaches to customer insight, a case study of the SEE-wide research best practice will be discussed. Its implications for the marketing professionals in the region are discussed and contrasted to the relevant experiences from the more developed (post industrial) economiessocieties. In addition, implications for improving the effects of individual knowledge-based conceptstools at the level of an entire industrysector, or a territorial entity, are discussed.

knowledge ; regional approach ; CATI research methodology

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