Customer Feedback Strategies: Literature Review and Presentation

This assignment is a literature review focusing on customer feedback within the context of marketing. It examines three articles that discuss the importance of understanding customer feedback for organizational growth and adapting to market changes. The review covers the background of each paper, identifies research issues, highlights major findings, and discusses the implications for customer feedback strategies. Key themes include data collection techniques, understanding positive feedback, and the impact of customer commitment on firm relationships. The review emphasizes the need for organizations to effectively gather, analyze, and respond to customer feedback to improve products, services, and overall customer relationships. Desklib provides access to this and other solved assignments.

Running head: CUSTOMER FEEDBACK
CUSTOMER FEEDBACK
Name of the student
Name of the university
Author note

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Table of Contents
1. Background of the papers............................................................................................................2
2. Research issue(s) in the selected articles.....................................................................................3
3. Major findings.............................................................................................................................4
4. Implications for customer feedbacks as outlined in the articles..................................................6
5. Recommendations........................................................................................................................7
References........................................................................................................................................8

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1. Background of the papers
Fabijan, Olsson and Bosch (2015) has stated in their paper “Customer feedback and data
collection techniques in software R&D: a literature review” that the proper understanding of the
different feedbacks given by the customers helps in determining the transition that is considered
by the organizations for their growth and expansion. On the other hand, the paper tries to
illuminate the different factors of change that is undertaken by the organizations in order to
market their products based on the determination of the needs of the customers in the market
(Fabijan, Olsson and Bosch 2015). The paper examines the model and the software through
which the manufacturers can record the feedbacks given by the customers and thereby bring in
the required modifications in the line of products and the services.
Nasr, Burton and Gruber (2017) stated in their research paper- “Developing a deeper
understanding of positive customer feedback” that the proper understanding of the customer
feedback and adhering to the requirements of the customers helps in determining the change in
the market situation. The major factors of the transition is based on understanding the different
functionality of the feedbacks and the manner in which the feedback is perceived b the
entrepreneur in the market structure (Nasr, Burton and Gruber 2017). The identification of the
benchmark helps in determining the level of change that the retailer ensures in order to cope up
with the feedbacks and the suggestions.
Curth, Uhrich and Benkenstein (2014) in their journal “How commitment to fellow
customers affects the customer-firm relationship and customer citizenship behavior” has taken
steps to determine the commitments of the organizations and the manner in which it affects the
customer and firm relationships in the market. The change that is undertaken by the

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organizations based on the feedbacks through which the organization determines the needs of the
customers. The value proposition of the organization and the commitment helps in maintaining
the different aspect of the change that is being planned by the organizations in order to bring
forth the change in the systems and the functioning in order to cope up with the needs of the
customers in the market (Curth, Uhrich and Benkenstein 2014). On the other hand, the proper
identification of the needs helps the organization in maintaining the balance between the value
that is being proposed by the same to the customers, thereby affecting the relation between the
customers and the organization.
2. Research issue(s) in the selected articles
The paper “Customer feedback and data collection techniques in software R&D: a
literature review” faces the issue relating to the understanding the role of the manufacturers or
the owners in understanding the different change approaches through a study of the requirements
of the customers. The report is based on a survey that was undertaken by the researcher in order
to assimilate the value of proper feedback receiving systems and the manner in which it helps in
the smooth functioning of the manufacturers and the marketers in the society (Fabijan, Olsson
and Bosch 2015). However, at times the determination of the proper channels that are applicable
for inheriting the feedback of the customers seem ambiguous for the owners of the organization.
It creates an impact on the continuous and proper functioning of the organization as per the
requirements of the customers in the market. Therefore, the paper has a limitation of
understanding the different perceptions of the customers on which the functioning of the
entrepreneurs and the Marketers are based.

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On the other hand, Nasr, Burton and Gruber (2017) stated in their research that the
determination of the different factors of the change is undertaken by the manufacturers through
the evaluation of the feedbacks from the customers. The issues that are being faced by the
researcher while undertaking the research is based on the determination of the nature of the
customer’s feedback (Nasr, Burton and Gruber 2017). On the other hand, the survey that was
undertaken by the researcher has helped in determining of the importance of the voting system
that helps the manufacturers in determining the choice and the preference of the customers. It is
recognized as the most common platform of the change that is being undertaken by the
organizations while determining the preferences of the customers in the market.
“How commitment to fellow customers affects the customer-firm relationship and
customer citizenship behavior” – the paper has helped in the understanding of the value of proper
feedback registering systems in order to keep up to the value of the commitments that are
promised by the organization to the customers in the market (Curth, Uhrich and Benkenstein
2014). The proper understanding of the needs of the customers will be helping the organization
in retaining the value that is being proposed by the organization to the customers. It will be
helping the organization in maintaining the balance between the needs and the deliverables that
will help the organization in maintaining a good relation with the customers. However, there are
issues faced by the organization while understanding the needs of the customers for which the
utilization of the software is required to be undertaken in order to retrieve the feedbacks of the
customers in the market.

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3. Major findings
The article “Customer feedback and data collection techniques in software R&D: a
literature review” by Fabijan, Olsson and Bosch (2015) incorporates in itself the systems through
which the proper functioning of the feedback recording systems can be enabled which will help
in the smooth functioning of the organizations. Therefore, the report focuses on the proper
functioning of the factors of change the functioning of the business, which is based on the
understanding of the needs of the consumers through their feedbacks (Fabijan, Olsson and Bosch
2015).
The major findings of the article “Developing a deeper understanding of positive
customer feedback” is based on the delineation of the aspects of the customer relationships that
helps in maintaining the proper functioning of the organizations in the market. the major aspects
of the change that is undertaken by the organizations are based on the feedbacks that are received
from the customers (Nasr, Burton and Gruber 2017). The positive customer feedback helps in
determining the progress of the organization in the market scenario. The review that is being
shared by the customers helps the company in bringing forth the changes in the functioning of
the business in the market. On the other hand, the major findings of the organization are based on
the functioning of the organization in the market.
The major findings of the paper “How commitment to fellow customers affects the
customer-firm relationship and customer citizenship behavior” is based on examining the
different aspects that affects the commitment of the organizations towards the customers and the
manner in which it affects the customer- firm relation. The change undertaken by the
organizations are based on the proper understanding of the preferences of the customers through
the delineation of the feedbacks that are received by the organizations (Curth, Uhrich and

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Benkenstein 2014). Therefore, the feedbacks helps the organization in understanding the value
propositions that are required to be undertaken based on the preferences of the customers in the
market.
4. Implications for customer feedbacks as outlined in the articles
The research “Customer feedback and data collection techniques in software R&D: a
literature review” by Fabijan, Olsson and Bosch (2015) reflects the understanding of the different
aspects of the change in the structure and the functioning of the organization based on the
feedbacks of the customers. On the other hand, the proper functioning of the record systems
helps in determining the various aspects of the change in the functioning of the retailers in the
market. The model of response that is being shared through the research is based on the objective
of enhancing the customer and retailer relationship through the feedbacks (Fabijan, Olsson and
Bosch 2015).
“Developing a deeper understanding of positive customer feedback” has brought up facts
relating to the proper understanding of the different factors of the change in the market based on
the positive feedbacks of the customers. The model that is proposed as per the requirements of
the marketer to bring in changes in the society is required to be evaluated and analyzed based on
the societal structure and feedbacks of the customers (Nasr, Burton and Gruber 2017).
Curth, Uhrich and Benkenstein (2014) has taken steps to take a review of the strategies
that are being formed by the marketers and the organizations in order to facilitate the proper
functioning of the organization based on the understanding of the needs of the customers. The
determination of the needs of the customers helps the organization in sticking on to the
commitment of the value that is delivered to the customers in the market (Curth, Uhrich and

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Benkenstein 2014). The review of the strategies that are being taken as a part of the research has
helped in the understanding of the different factors that affects the relation between the
customers and the organization.
5. Recommendations
“Customer feedback and data collection techniques in software R&D: a literature review”
- the article has helped in the understanding of the different factors of the change in the
organization through the retention of the customer feedbacks. As the customer feedbacks system
helps in determining the change in the systems based on the improvements in the functioning of
the organization (Fabijan, Olsson and Bosch 2015). On the other hand, the proper
documentation of the changes and their effects on the business will be helping the retailer in
order to bring in improvements in the market situation of the enterprise.
“Developing a deeper understanding of positive customer feedback” study helps in the
understanding of the different aspects of the feedbacks and the determination of the difference
between the positive and the negative impacts of the feedbacks on the functioning of the business
in the market. On the other hand, the feedbacks of the customers helps in bringing forth the
change in the structure and the functioning of the business in the market. The proper
identification of the different aspects of the change is based on the proper functioning of the
model in the market structure.
Curth, Uhrich and Benkenstein (2014) in their research “How commitment to fellow
customers affects the customer-firm relationship and customer citizenship behavior” stated that
the proper understanding of the steps that are required to be taken by the organizations in
maintaining a good custom. It is a strategy that helps the organizations in maximizing their

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inputs in the market through the identification of the different issues that are being faced by the
customers. The study has enumerated the different scopes of the entrepreneurs in bringing forth
the change in the systems and the functioning of the organization based on the understanding of
the requirements and the preferences of the customers (Curth, Uhrich and Benkenstein 2014).
References
Curth, S., Uhrich, S. and Benkenstein, M., 2014. How commitment to fellow customers affects
the customer-firm relationship and customer citizenship behavior. Journal of Services
Marketing, 28(2), pp.147-158.
Fabijan, A., Olsson, H.H. and Bosch, J., 2015, June. Customer feedback and data collection
techniques in software R&D: a literature review. In International Conference of Software
Business (pp. 139-153). Springer, Cham.
Nasr, L., Burton, J. and Gruber, T., 2017. Developing a deeper understanding of positive
customer feedback. Journal of Services Marketing.