AT&T Consumer Communications Services

Article Abstract:

AT&T Consumer Communications Services (CCS) provides long-distance telephone services to more than 80 million residential customers. It was one of the three winners of the Malcolm Baldrige National Quality Award in 1994. Its progress is measured through the fulfillment of the company's goal of providing perfect connection and contact for each customer. More than 90% of its customers have rated its services as either good or excellent, proving that CCS means business in knowing its customers' requirement. It lists down call quality, service, billing, price and reputation as its five determinants to customer satisfaction.

Telecommunications, Telephone Communication, Telecommunications services industry, Telecommunications industry, Customer satisfaction, Public relations, AT&T Communications Inc.

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Symbolic interactionism: its effects on consumer behavior and implications for marketing strategy

Article Abstract:

Symbolic interactionism refers to consumer behavior where a specific good or service is purchased more for the symbols ascribed to it by society than for its actual functional performance. To optimize the market position of a company's product or service, symbolic meaning must be built into the product image through planned marketing programs. Targeted marketing efforts carrying the symbolic product meaning must be designed for reference groups most inclined to symbolic purchasing. These desired consumers are those in transition, those who value social status and those aspiring for membership in a social class.

Analysis, Target marketing, Symbolic interactionism

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Family financial decision making: implications for marketing strategy

Article Abstract:

The involvement of husbands and wives in decisions about family finance is studied. Results show that higher education and income levels entail greater participation in decisions about savings, downpayments for large purchases and investments. The major influence of women in financial decisions also imply that financial service institutions should consider married women in their marketing efforts.

Research, Economic aspects, Financial planning, Personal budgets, Dual-career families

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