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Publications

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    • All HBS Web  (441)
      • Faculty Publications  (182)

      Customer Satisfaction Remove Customer Satisfaction →

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      • 2023
      • Article

      Evidence from the First Shared Medical Appointments (SMAs) Randomised Controlled Trial in India: SMAs Increase the Satisfaction, Knowledge, and Medication Compliance of Patients with Glaucoma

      By: Nazlı Sönmez, Kavitha Srinivasan, Rengaraj Venkatesh, Ryan W. Buell and Kamalini Ramdas
      In Shared Medical Appointments (SMAs), patients with similar conditions meet the physician together and each receives one-on-one attention. SMAs can improve outcomes and physician productivity. Yet privacy concerns have stymied adoption. In physician-deprived nations,...  View Details
      Keywords: Health Care and Treatment; Customer Satisfaction; Outcome or Result; India
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      Sönmez, Nazlı, Kavitha Srinivasan, Rengaraj Venkatesh, Ryan W. Buell, and Kamalini Ramdas. "Evidence from the First Shared Medical Appointments (SMAs) Randomised Controlled Trial in India: SMAs Increase the Satisfaction, Knowledge, and Medication Compliance of Patients with Glaucoma." e0001648. PLoS Global Public Health 3, no. 7 (2023).
      • July 2023
      • Case

      Schuberg Philis: From Success to Significance

      By: Thomas J. DeLong and Daniela Beyersdorfer
      The founders of Dutch professional services firm Schuberg Philis, and the new leadership team entrusted with the day-to-day management, must set the path forward in 2019. The company has grown into a €70 million revenue strong IT provider with top ranks in the...  View Details
      Keywords: Management Succession; Growth Management; Change Management; Transformation; Mission and Purpose; Leadership; Leading Change; Information Technology Industry; Consulting Industry; Europe; Netherlands
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      DeLong, Thomas J., and Daniela Beyersdorfer. "Schuberg Philis: From Success to Significance." Harvard Business School Case 424-012, July 2023.
      • 2023
      • Working Paper

      Operational Consequences of Customer Interaction Design: Evidence From Last-Mile Delivery Services

      By: Natalie Epstein, Santiago Gallino and Antonio Moreno
      Problem definition: Communication and customer interaction design have been used as elements to improve customer satisfaction and future purchasing behavior, but little is known about how they can be used as levers to improve operational...  View Details
      Keywords: Customer Satisfaction; Consumer Behavior; Logistics; Communication
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      Epstein, Natalie, Santiago Gallino, and Antonio Moreno. "Operational Consequences of Customer Interaction Design: Evidence From Last-Mile Delivery Services." Working Paper, May 2023.
      • 2023
      • Working Paper

      Summarizing the Mental Customer Journey

      By: Julian De Freitas, Ahmet Uğuralp, Zeliha Uğuralp, Pechthida Kim and Tomer Ullman
      How do consumers summarize and act on their experiences, as when deciding whether an interaction with a firm was satisfying and whether to buy from it? Previous work on the summary of continuous experiences has tended to focus on a handful of experience patterns and...  View Details
      Keywords: Customer Experience; Customer Journey; Natural Language Processing; Summarization; Customer Satisfaction; Outcome or Result; Decision Choices and Conditions
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      De Freitas, Julian, Ahmet Uğuralp, Zeliha Uğuralp, Pechthida Kim, and Tomer Ullman. "Summarizing the Mental Customer Journey." Harvard Business School Working Paper, No. 23-038, January 2023.
      • 2022
      • Working Paper

      Algorithmic Assortment Curation: An Empirical Study of Buybox in Online Marketplaces

      By: Santiago Gallino, Nil Karacaoglu and Antonio Moreno
      Most online sales worldwide take place in marketplaces that connect sellers and buyers. The presence of numerous third-party sellers leads to a proliferation of listings for each product, making it difficult for customers to choose between the available options. Online...  View Details
      Keywords: Algorithms; E-commerce; Sales; Digital Marketing; Internet and the Web; Customer Satisfaction
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      Gallino, Santiago, Nil Karacaoglu, and Antonio Moreno. "Algorithmic Assortment Curation: An Empirical Study of Buybox in Online Marketplaces." Working Paper, September 2022.
      • August 2022 (Revised March 2023)
      • Case

      Bajaj Finance: Building an Omnipresent Financial Services Firm

      By: Das Narayandas and Rachna Tahilyani
      Bajaj Finance, India’s largest consumer finance firm with $20.9 billion of assets across 50.5 million customers, is on a journey to transform itself from a traditional firm that sells loans and other financial products through brick-and-mortar outlets to an omnipresent...  View Details
      Keywords: Financial Institutions; Transformation; Financial Instruments; Customer Satisfaction; Internet and the Web; Customer Focus and Relationships; India
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      Narayandas, Das, and Rachna Tahilyani. "Bajaj Finance: Building an Omnipresent Financial Services Firm." Harvard Business School Case 523-040, August 2022. (Revised March 2023.)
      • August 2022 (Revised March 2023)
      • Exercise

      How Should Netflix Add an Ad-Supported Tier?

      By: Elie Ofek and Olivier Toubia
      In the summer of 2022, it became clear that Netflix would introduce an ad-supported tier alongside its existing subscription plans in the near future. Speculation abounded as to the details of the new tier: How many minutes of advertising would it include? What picture...  View Details
      Keywords: Pricing; Television Industry; Price; Marketing Strategy; Digital Platforms; Customer Value and Value Chain; Competitive Strategy; Customer Satisfaction; Entertainment and Recreation Industry
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      Ofek, Elie, and Olivier Toubia. "How Should Netflix Add an Ad-Supported Tier?" Harvard Business School Exercise 523-033, August 2022. (Revised March 2023.)
      • August 2022 (Revised March 2023)
      • Case

      Pricing at Netflix: The Sequel

      By: Elie Ofek and Amy Klopfenstein
      This case continues the themes discussed in "Pricing at Netflix" (Case 521-004). Following the conclusion of the original case, Netflix developed new, high-profile original content, added millions of subscribers, and introduced another price increase in January 2022....  View Details
      Keywords: Marketing; Advertising; Marketing Strategy; Entertainment; Film Entertainment; Television Entertainment; Finance; Strategy; Competition; Competitive Strategy; Business Strategy; Adaptation; Internet and the Web; Customers; Customer Satisfaction; Entertainment and Recreation Industry; Advertising Industry; North and Central America; United States
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      Ofek, Elie, and Amy Klopfenstein. "Pricing at Netflix: The Sequel." Harvard Business School Case 523-015, August 2022. (Revised March 2023.)
      • 2022
      • Book

      Purpose + Profit: How Business Can Lift Up the World

      By: George Serafeim
      The roadmap and best practices to reap the enormous value that can emerge when your business prioritizes social and environmental goals—such as climate change, diversity and inclusion, and sustainability—right alongside the pursuit of profit.

      We not only...  View Details
      Keywords: ESG (Environmental, Social, Governance) Performance; Profitability; Business And Society; Organizations; Mission and Purpose; Goals and Objectives; Social Issues; Environmental Sustainability; Value Creation; Organizational Change and Adaptation
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      Serafeim, George. Purpose + Profit: How Business Can Lift Up the World. New York: HarperCollins Leadership, 2022.
      • May 2022
      • Supplement

      Maestro Pizza (B): The Competition Awakens

      By: Ramon Casadesus-Masanell and Fares Khrais
      Maestro pizza opened its first store in 2013 after its founder, Khalid Al Omran, recognized an opportunity in Saudi Arabia to offer high quality pizza at affordable prices. The business grew rapidly and under the radar at first, but soon enough caught the attention of...  View Details
      Keywords: Competitive Strategy; Competitive Advantage; Competition; Market Entry and Exit; Emerging Markets; Business Startups; Corporate Entrepreneurship; Product Positioning; Disruption; Disruptive Innovation; Advertising; Advertising Campaigns; Social Media; Forecasting and Prediction; Crisis Management; Growth and Development Strategy; Brands and Branding; Product Development; Production; Service Delivery; Business Growth and Maturation; Financial Statements; Cost Management; Analysis; Quality; Performance Consistency; Customer Satisfaction; Profit; Family Ownership; Food and Beverage Industry; Saudi Arabia; Middle East
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      Casadesus-Masanell, Ramon, and Fares Khrais. "Maestro Pizza (B): The Competition Awakens." Harvard Business School Supplement 722-400, May 2022.
      • May 2022
      • Supplement

      Maestro Pizza (C): Taking the Fight Outside

      By: Ramon Casadesus-Masanell and Fares Khrais
      Maestro pizza opened its first store in 2013 after its founder, Khalid Al Omran, recognized an opportunity in Saudi Arabia to offer high quality pizza at affordable prices. The business grew rapidly and under the radar at first, but soon enough caught the attention of...  View Details
      Keywords: Competitive Strategy; Competitive Advantage; Competition; Market Entry and Exit; Emerging Markets; Business Startups; Corporate Entrepreneurship; Product Positioning; Disruption; Disruptive Innovation; Advertising; Advertising Campaigns; Social Media; Forecasting and Prediction; Crisis Management; Growth and Development Strategy; Brands and Branding; Product Development; Production; Service Delivery; Business Growth and Maturation; Financial Statements; Cost Management; Analysis; Quality; Performance Consistency; Customer Satisfaction; Profit; Family Ownership; Food and Beverage Industry; Middle East; Saudi Arabia
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      Casadesus-Masanell, Ramon, and Fares Khrais. "Maestro Pizza (C): Taking the Fight Outside." Harvard Business School Supplement 722-401, May 2022.
      • May 2022
      • Case

      Maestro Pizza: Coming in Hot!

      By: Ramon Casadesus-Masanell and Fares Khrais
      Maestro Pizza opened its first store in 2013 after its founder, Khalid Al Omran, recognized an opportunity in Saudi Arabia to offer high quality pizza at affordable prices. The business grew rapidly and under the radar at first, but soon enough caught the attention of...  View Details
      Keywords: Competitive Strategy; Competitive Advantage; Competition; Market Entry and Exit; Emerging Markets; Business Startups; Corporate Entrepreneurship; Product Positioning; Disruption; Disruptive Innovation; Advertising; Advertising Campaigns; Social Media; Forecasting and Prediction; Crisis Management; Growth and Development Strategy; Brands and Branding; Product Development; Production; Service Delivery; Business Growth and Maturation; Financial Statements; Cost Management; Analysis; Quality; Performance Consistency; Customer Satisfaction; Profit; Family Ownership; Food and Beverage Industry; Middle East; Saudi Arabia
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      Casadesus-Masanell, Ramon, and Fares Khrais. "Maestro Pizza: Coming in Hot!" Harvard Business School Case 722-399, May 2022.
      • Article

      Act Like a Scientist: Great Leaders Challenge Assumptions, Run Experiments, and Follow the Evidence

      By: Stefan Thomke and Gary W. Loveman
      Though they’ve been warned for decades about the dangers of overrelying on gut instinct and personal experience, managers keep failing to critically examine—much less challenge—the ideas their decisions are based on. To correct this problem they need to think and act...  View Details
      Keywords: Innovation and Management; Decision Making; Science; Leadership Style
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      Thomke, Stefan, and Gary W. Loveman. "Act Like a Scientist: Great Leaders Challenge Assumptions, Run Experiments, and Follow the Evidence." Harvard Business Review 100, no. 3 (May–June 2022): 120–129.
      • February 2022
      • Case

      Toraya

      By: Lauren Cohen and Akiko Kanno
      Mitsuharu Kurokawa was the 18th generation leader of a family firm that produced and sold premium Japanese sweets, Toraya Confectionery Co., Ltd. He had succeeded the business from his father, Mitsuhiro Kurokawa who had led the firm for thirty years. Mitsuharu was...  View Details
      Keywords: Branding; Luxury Brand; Succession; Family Business; Management Succession; Brands and Branding; Luxury; Marketing; Expansion; Globalization; Innovation and Invention; Customer Satisfaction; Food and Beverage Industry; Retail Industry; Japan
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      Cohen, Lauren, and Akiko Kanno. "Toraya." Harvard Business School Case 222-068, February 2022.
      • January 2022 (Revised August 2022)
      • Case

      Hello Heart: The Next Generation of Chronic Disease Management Apps

      By: Ariel D. Stern and Danielle Golan
      Hello Heart, a hypertension management app debated whether to go deep and cover other heart conditions, or to expand its solution to other chronic conditions.  View Details
      Keywords: Health; Health Care and Treatment; Information Technology; Mobile and Wireless Technology; Analysis; Business Startups; Transition; Customer Focus and Relationships; Customer Satisfaction; Decision Making; Demographics; Design; Entrepreneurship; Venture Capital; Technological Innovation; Growth and Development Strategy; Product Launch; Product Design; Product Development; Business Strategy; Competitive Strategy; Competitive Advantage; Customization and Personalization; Business Growth and Maturation; Business Model; Strategy; Applications and Software; Health Industry; Technology Industry; Israel; United States
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      Stern, Ariel D., and Danielle Golan. "Hello Heart: The Next Generation of Chronic Disease Management Apps." Harvard Business School Case 622-061, January 2022. (Revised August 2022.)
      • July 2021 (Revised October 2021)
      • Case

      Allianz Customer Centricity: Is Simplicity the Way Forward?

      By: Eva Ascarza and Emilie Billaud
      This case explores the tradeoffs between product personalization and simplicity as companies grow. The case presents an opportunity to understand whether and how each of these approaches enables and/or limits companies’ abilities to provide customer satisfaction while...  View Details
      Keywords: Simplicity; Customer Focus and Relationships; Customization and Personalization; Customer Satisfaction; Performance Efficiency; Strategy; Insurance Industry; Europe; Germany
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      Ascarza, Eva, and Emilie Billaud. "Allianz Customer Centricity: Is Simplicity the Way Forward?" Harvard Business School Case 522-008, July 2021. (Revised October 2021.)
      • March 2021 (Revised October 2021)
      • Teaching Note

      Afterpay U.S.: The Omnichannel Dilemma

      By: Antonio Moreno and Anibha Singh
      Teaching Note for HBS Case No. 519-086. In 2018, Nick Molnar, the founder of the Australia-based online payment service Afterpay began its expansion to the U.S. market. The service had gained a loyal following in Australia by enabling customers to pay for online...  View Details
      Keywords: Omnichannel Retail; Digital Marketing; Business Startups; Business Growth and Maturation; Business Model; Business Organization; For-Profit Firms; Change Management; Customer Value and Value Chain; Customer Relationship Management; Customer Satisfaction; Financing and Loans; Microfinance; Global Strategy; Marketing Strategy; Market Entry and Exit; Digital Platforms; Product Development; Supply Chain Management; Business and Stakeholder Relations; Networks; Network Effects; Internet and the Web; Financial Services Industry; Technology Industry; United States; Australia
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      Moreno, Antonio, and Anibha Singh. "Afterpay U.S.: The Omnichannel Dilemma." Harvard Business School Teaching Note 521-074, March 2021. (Revised October 2021.)
      • March 2021
      • Article

      Last Place Aversion in Queues

      By: Ryan W. Buell
      This paper documents the effects of last place aversion in queues and its implications for customer experiences and behaviors as well as for operating performance. An observational analysis of customers queuing at a grocery store, and four online studies in which...  View Details
      Keywords: Behavioral Operations; Queues; Reference Effects; Last Place Aversion; Transparency; Customers; Behavior; Satisfaction; Service Operations
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      Buell, Ryan W. "Last Place Aversion in Queues." Management Science 67, no. 3 (March 2021): 1430–1452.
      • March 2021
      • Article

      The Customer May Not Always Be Right: Customer Compatibility and Service Performance

      By: Ryan W. Buell, Dennis Campbell and Frances X. Frei
      This paper investigates the impact of customer compatibility – the degree of fit between the needs of customers and the capabilities of the operations serving them – on customer experiences and firm performance. We use a variance decomposition analysis to quantify the...  View Details
      Keywords: Customer Compatibility; Satisfaction; Profitability; Service Operations; Customer Relationship Management; Customer Satisfaction; Performance
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      Buell, Ryan W., Dennis Campbell, and Frances X. Frei. "The Customer May Not Always Be Right: Customer Compatibility and Service Performance." Management Science 67, no. 3 (March 2021): 1468–1488.
      • February 2021
      • Case

      Drizly: Managing Supply and Demand through Disruption

      By: Kris Ferreira
      It was April 6th, 2020, and the management team at Drizly—an online alcohol marketplace where consumers could browse and purchase alcohol from local liquor retail stores via Drizly’s app for immediate home delivery—were thrilled to see record-breaking sales from the...  View Details
      Keywords: COVID-19 Pandemic; Demand and Consumers; Growth and Development; Customer Focus and Relationships; Customer Value and Value Chain; Customer Satisfaction; Goals and Objectives; Supply Chain Management
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      Ferreira, Kris. "Drizly: Managing Supply and Demand through Disruption." Harvard Business School Case 621-097, February 2021.
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