TITLE

Bad Examples

AUTHOR(S)
Clark, Bruce H.
PUB. DATE
November 2003
SOURCE
Marketing Management;Nov/Dec2003, Vol. 12 Issue 6, p34
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article focuses on customer satisfaction as a non-financial performance measure for organizations. It is commonly recommended as a non-financial measure in multi-dimensional performance assessment schemes such as the Balanced Scorecard. Numerous academic studies have demonstrated a general relationship between customer satisfaction improvement and important business outcomes. Most products work the way they should at a basic level, so customers increasingly make their choices based on supplemental benefits above and beyond the core. Recognizing worst practices can prevent satisfaction measurement pitfalls. Research suggests that satisfaction with the purchase decision process has significant effects on customer attitudes and behavior, independent of satisfaction with the product itself. What drives customer behavior is not their absolute satisfaction with a company, but their satisfaction relative to the competitive options available. The mystery was solved when satisfaction measures for competing firms were collected. One of the key assumptions underlying customer satisfaction research is that satisfaction leads to loyalty, but research suggests the strength of this link varies widely across business sectors and customer groups. INSET: Dissatisfiers and Satisfiers in the Customer Experience.
ACCESSION #
11498964

 

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