TITLE

The Authors Respond

AUTHOR(S)
Swaddling, David C.; Miller, Charles
PUB. DATE
January 2004
SOURCE
Marketing Management;Jan/Feb2004, Vol. 13 Issue 1, p59
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
This article presents a response from David C. Swaddling, president, and Charles Miller, senior vice president of Insight MAS, on the reaction of readers on their article "Understanding Tomorrow's Customers," published in the September/October 2003 issue of the journal "Marketing Management." Swaddling and Miller comment on a letter by reader Allen Paison and his understanding that customer satisfaction measurement is just one of many research tools. Researchers are conducting customer satisfaction surveys or asking research questions of the same type as in customer satisfaction surveys and providing the results to decision makers. Decision makers are missing the complexity and value of a number of customer research techniques, as claimed by Paison. The authors' primary criticism of customer satisfaction measurement was put succinctly by Paison: "Its purpose is also not to develop new prospects." The authors' view that the money for the last sales is in the bank--and what deserves more focus and attention is the next sale. The authors explained the defense of another reader Douglas Berdie, of customer satisfaction. The article contains the observation of the authors that traditional customer satisfaction research is being misused.
ACCESSION #
12123072

 

Related Articles

  • Widening the View (Book). Berdie, Douglas R. // Marketing Management;Jan/Feb2004, Vol. 13 Issue 1, p58 

    This article presents a reaction from Douglas R. Berdie, president of Consumer Review Systems, on the article "Understanding Tomorrow's Customers," by David C. Swaddling and Charles Miller, published in the September/October 2003 issue of the journal "Marketing Management." Authors Swaddling...

  • Change Integrating Data (Book). Paison, Allen R. // Marketing Management;Jan/Feb2004, Vol. 13 Issue 1, p58 

    This article presents feedback from Allen R. Paison, founding partner at The Customer Loyalty Research Center, on the article "Understanding Tomorrow's Customers," by David C. Swaddling and Charles Miller, published in the September/October 2003 issue of the journal "Marketing Management." ...

  • How does product program innovativeness affect customer satisfaction? A comparison of goods and services. Stock, Ruth // Journal of the Academy of Marketing Science;Dec2011, Vol. 39 Issue 6, p813 

    This article attempts to provide deeper insights into the link between the innovativeness of a company's offered goods/services and customer satisfaction. This study proposes an inverted U-shaped relationship between the innovativeness of the offered goods and customer satisfaction. For the...

  • SOME PROBLEMS RELATED TO THE DEFINITIONS OF BALNEO, SPA AND WELLNESS TOURISM. GEORGIEV, GEORGI; VASILEVA, MARIA // Faculty of Tourism & Hospitality Management in Opatija. Biennial;2010, p902 

    Health-oriented tourism is assessed as a segment of increasing importance within the scope of the global tourism industry for the last decades. Fast developing processes of segmentation and fragmentation resulted in establishment of separate categories and subcategories of health tourism such as...

  • CONFERENCECALENDAR.  // Marketing News;04/13/98, Vol. 32 Issue 8, p27 

    This article presents information on the American Marketing Association's (AMA) international and divisional conferences that will be held between April and July 1998. Japan Marketing Association World Marketing Conference will be held during April 13-14 in Tokyo, Japan. Applied Research Methods...

  • 5 TIPS FROM BRIEFS FOR BUILDING BETTER BRANDS.  // JCK;Oct2006, Vol. 177 Issue 10, p125 

    The article offers information on bridging product brands to customers. It suggests to companies to change previous objectives from creating more profits to creating more customers. It believes that brands are not created by companies but by customers, thus claiming that the real measure of...

  • Marketing is not an event, but a process -- how long does the process last? Levinson, Jay Conrad // Enterprise/Salt Lake City;9/23/2002, Vol. 32 Issue 13, p11 

    Comments on the ways to manage marketing. Creation of solution that deliver satisfaction to customers; Steps on succeeding with a guerilla marketing attack; Importance of understanding the deeper meaning of customer base.

  • CUSTOMERS' REACTIONS TO PRICE INCREASES: DOES CUSTOMER SATISFACTION MATTER? Homburg, Christian; Koschate, Nicole; Hoyer, Wayne D. // AMA Winter Educators' Conference Proceedings;2002, Vol. 13, p286 

    Most of the previous research on price changes has focused on decreases in price. This paper investigates the effects of price increases at an individual level. We assume that customers' reactions to price increases (i.e., repurchase intentions) are strongly driven by two factors: the magnitude...

  • Marketing. Shoebridge, Neil // BRW;12/11/95, Vol. 17 Issue 48, p70 

    Reports on the findings of a report from McKinsey & Company that says companies can establish lasting personal relationships with their customers through a process called continuous relationship marketing. Marketing techniques of the 1990s; Relationship marketing; Loyalty marketing; Database...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics