TITLE

The Satisfaction Payoff

AUTHOR(S)
Glynn, Simon; Jones, Ewan
PUB. DATE
September 2003
SOURCE
Marketing Management;Sep/Oct2003, Vol. 12 Issue 5, p26
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
Which is more enlightened? Is it the company that cuts costs across the board, not knowing he impact on customer satisfaction or the company that confidently spends whatever it takes to keep satisfaction scores high? The answer is neither. What both companies must do is understand and selectively invest in the particular aspects of their service that drive customers to repurchase. The goal must be to link customer satisfaction to sustained profit growth.
ACCESSION #
10986549

 

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