The Satisfaction Payoff

Glynn, Simon; Jones, Ewan
September 2003
Marketing Management;Sep/Oct2003, Vol. 12 Issue 5, p26
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.


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