Omar Merlo
Imperial College London
23 Papers
185 Citations
Omar Merlo is an academic researcher from Imperial College London. The author has contributed to research in topics: Marketing management & Customer retention. The author has an hindex of 12, co-authored 19 publications. Previous affiliations of Omar Merlo include University of Melbourne & University of Cambridge.
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Papers
Acta Non Verba? The Role of Customer Participation and Word of Mouth in the Relationship Between Service Firms’ Customer Satisfaction and Sales Performance
TL;DR: The authors found that satisfied customers do not necessarily buy more of a company's products and services, thus spurring researchers to look for a missing link between customer satisfaction and the purchase of more of them.
213
Service Firm Performance Transparency: How, When, and Why Does It Pay Off?
TL;DR: In this article, the authors show that through a reduction in customer uncertainty, the provision of accessible and objective information about a firm's service offering is positively associated with customers' intention to purchase and willingness to pay a price premium for its service.
•Journal Article
Why customer participation matters
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The power of marketing within the firm: Its contribution to business performance and the effect of power asymmetry
Seigyoung Auh,Omar Merlo +1 more
TL;DR: In this paper, the authors investigate the effect of power asymmetry between marketing and other functions on business performance and show that a powerful marketing function is associated with improved business performance above and beyond the contribution of a market orientation.
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