Curriculum vitae
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Ngobo Paul Valentin

Professeur des universités
DRM

paul.ngoboping@dauphinepong.fr
Tel : 0662540323
Bureau : A119

Publications

Articles

Rivier E., Ngobo P. (2016), Les Facteurs Explicatifs de la Prédisposition des Entreprises Prestataires à Co-créer un Service B2B, Recherche et applications en marketing, 31, 3, p. 67-96

La co-création, c'est-à-dire l'implication des clients dans les phases de création de nouveaux produits, est de plus en plus considérée comme une stratégie efficace pour améliorer le taux de réussite de nouveaux services. Cependant, de nombreuses entreprises demeurent réticentes à co-créer avec leurs clients. Dès lors une question se pose : pourquoi certaines entreprises sont-elles plus disposées à co-créer des services alors que d'autres le sont moins ? Les résultats d'une étude quantitative menée auprès de 175 prestataires de services indiquent que les principaux facteurs explicatifs de la prédisposition à co-créer sont les bénéfices-clients attendus par une entreprise. La perception de ces bénéfices-clients est essentiellement influencée par les facteurs relationnels tels que les outils collaboratifs et la confiance inter-organisationnelle.

Ngobo P., Casta J-F., Ramond O. (2012), Is customer satisfaction a relevant metric for financial analysts?, Journal of the Academy of Marketing Science, 40, 3, p. 480-508

This study examines the effects of customer satisfaction on analysts' earnings forecast errors. Based on a sample of analysts following companies measured by the American Customer Satisfaction Index (ACSI), we find that customer satisfaction reduces earnings forecast errors. However, analysts respond to changes in customer satisfaction but not to the ACSI metric per se. Furthermore, the effects of customer satisfaction are asymmetric; for example, analysts are more willing to use good news (i.e. an increase in customer satisfaction information) than bad news (i.e. a decrease in satisfaction). Similarly, customer satisfaction reduces negative deviation more than positive deviation of the analysts' forecasts from actual earnings. Furthermore, the effects of customer satisfaction depend upon the base level of satisfaction that the firm has achieved. Finally, the effects of customer satisfaction on analysts' forecast errors differ across firms with volatile satisfaction scores and those with stable satisfaction scores. We discuss the implications of our results for marketers and participants in financial markets.

Communications

Ramond O., Ngobo P., Casta J-F. (2009), Does Customer Satisfaction lead to Accurate Earnings Forecasts ?, Marketing Strategy Meets Wall Street, Atlanta, États-Unis

This paper examines the usefulness of customer satisfaction to analysts when preparing their earnings forecasts. We draw on theory in marketing to predict how customer satisfaction should be associated with earnings forecasts and forecast errors. We assembled a dataset of companies studied in the American Customer Satisfaction Index (University of Michigan), which also appear on the Institutional Brokers Estimate System (I/B/E/S) files. By combining these sources, we were able to analyze the forecast errors of 1,875 analysts following 90 companies yielding 8,034 year-firm-analyst observations. We control for factors known to influence the earnings forecasts, such as firm profitability and risk, as well as potential unobservable factors using a Mixed-effects regression. We find that customer satisfaction has a negative association with the analysts' forecast errors because it allows analysts forecasts to be closer to the business reality. The influence of customer satisfaction varies across sectors. Specifically, we found that in the Information technology sector (i.e. Computer, the Internet Software & Services - e.g. EBay), customer satisfaction has the largest negative impact on earnings forecast errors. In sum, our findings suggest that analysts that neglect customer satisfaction information may deprive themselves of an important proxy of non-financial information, specifically in the information technology sector.

Documents de travail

Ramond O., Casta J-F., Ngobo P. (2009), Customer satisfaction and financial analysts earnings forecast errors, Working Papers Chaire Finance d'entreprise Dauphine - FBF, Paris, Université Paris-Dauphine, 48

This paper examines the relevance of customer satisfaction for the financial analysts when preparing their earnings forecasts. We draw on theory in marketing to predict how customer satisfaction should be associated with earnings forecasts and forecast errors. We assembled a dataset of companies studied in the American Customer Satisfaction Index - ACSI (University of Michigan), which also appear on the Institutional Brokers Estimate System (I/B/E/S) files. We control for factors known to influence the earnings forecasts, such as firm profitability and risk, as well as potential unobservable factors using a Mixed-effects regression. We find that customer satisfaction has a negative association with the analysts' forecast errors. More specifically, both levels and changes in ACSI are associated with higher levels of Actual Earnings per Share (EPS) and higher levels of analysts' earnings forecasts, making the analysts' forecasts to be closer to the business reality. The robust impact of customer satisfaction on forecast earnings and errors suggests that analysts who undervalue customer satisfaction information may deprive themselves of an important proxy of non-financial information.

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