International research customer satisfaction surveys (Germany and Australia) and research provider surveys (Germany and Europe)

Abstract

Research and innovation are fundamental for success and even survival of organisations worldwide and are increasingly outsourced to specialised research institutions. Nevertheless, marketing academics and practitioners have so far neglected science as a marketable service and/or product. This paper aims at filling this gap by examining the expectations and performance evaluations of research customers and providers. First, a telephone survey of research customers is reported and an overall satisfaction level with research providers is discussed. Various criteria are examined in relation to the customer's expectations and perceptions of the research provider's performance. Second, a telephone survey with research providers in Germany and some leading European countries is reported, examining the provider's view on customer expectations and performance assessments. The paper identifies key factors of customer demand and explores performance evaluations. It concludes with recommendations for academics and practitioners concerning research marketing and commercialisation as well as suggestions for further research.