TITLE

Growing the Trust Relationship

AUTHOR(S)
Hart, Christopher W.; Johnson, Michael D.
PUB. DATE
March 1999
SOURCE
Marketing Management;Spring99, Vol. 8 Issue 1, p8
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
Practically every company today is geared up to satisfy its customers. "We do whatever it takes to satisfy our customers! " is the refrain. But, does customer satisfaction go far enough? There is, in fact, a wide gap between how most companies think about and measure customer satisfaction and what their most satisfied customers actually feel. Customer loyalty has been put forth as the bridge that spans this gap, capturing long-term relationship elements that provide a more complete picture of customers' feelings. However, loyalty traditionally has been defined in terms of its consequences: repurchase intent, referral intent, share of purchases, and actual repurchase. While these measures are indicators of loyalty, they do not answer the question, "What is customer loyalty and how is it created?" To leapfrog competitors, companies must go beyond customer delight and what benchmarking studies define as world-class standards, raising the bar to a visionary level that the authors define as "total trust," conceptually similar to "total" quality. The performance standard is zero "trust defects."
ACCESSION #
1755091

 

Related Articles

  • Dont underplay your brands promise. Mitchell, Alan // Marketing Week;11/20/2008, Vol. 31 Issue 47, p88 

    The article discusses the advantages and disadvantages of three marketing strategies, over-promise and under-deliver, under-promise and over-deliver, and a matched expectation. It says that the marketing practice of under-promising and over-delivering offers better results for positive growth,...

  • Delight by Design: The Role of Hedonic Versus Utilitarian Benefits. Chitturi, Ravindra; Raghunathan, Rajagopal; Mahajan, Vijay // Journal of Marketing;May2008, Vol. 72 Issue 3, p48 

    What is the relationship between product design benefits (hedonic versus utilitarian) and the postconsumption feelings of customer delight and satisfaction? The primary insights this research provides are as follows: (1) Products that meet or exceed customers' utilitarian needs and fulfill...

  • BRING ON THE COMPETITION. Dakauskas, Craig // American Coin-Op (Crain Communications Inc. (MI));Nov2008, Vol. 49 Issue 11, p36 

    The article offers tips on how to stay competitive with a newly opened laundry store. It suggests that if a laundry is dated, it is important to upgrade or add larger machines to attract customers. It is also suggested to add a customer loyalty program or weekly raffle for prizes or serving....

  • SATISFACTION AND CUSTOMER PERCEIVED NEED IN ADOPTING AN ENTREPRENEURIAL INNOVATION. Pagiavlas, Notis A. // Journal of the Academy of Business & Economics;1/20/2008, Vol. 8 Issue 1, p132 

    This study explores the effects of consumer satisfaction with existing options of a high involvement service as it shapes perceived need for an alternative and likelihood to try a new entrepreneurial offering. Especially in business-to-business markets, heavy users are expected to be the most...

  • How to Delight Your Customers. Berman, Barry // California Management Review;Fall2005, Vol. 48 Issue 1, p129 

    While many researchers have made contributions to the now extensive literature on service quality, there is much less research on what constitutes delight in service quality and how organizations can delight customers. This article examines the differences between customer satisfaction and...

  • Feedback from the frontline. Ogle, Tom // Marketing (00253650);7/8/2009 Greater Insight, p15 

    The author shares his thoughts on the creation of an effective customer-experience research method that would improve customer loyalty and advocacy. He says that the method or program is an improved means of mystery shopping. He claims that the method includes features such as the Net Promoter...

  • The Heart of Your Strategy. Crosby, Lawrence A.; Johnson, Sheree L. // Marketing Management;Sep/Oct2005, Vol. 14 Issue 5, p12 

    This article emphasizes the significance of customer loyalty in a marketing strategy. With customer loyalty at the center of business strategy, it is embedded in everything that marketers do. Living the brand becomes an organizational driver. And all other strategies are developed with the...

  • The Business Benefits of a Pipeline Mentality. Graham, John // Hudson Valley Business Journal;6/16/2014, p4 

    The article provides helpful tips for professionals and executives in the business sector when it comes to building costumer engagement and loyalty. It highlights the concept of a pipeline mentality, an approach of filling the pipeline with potential business while taking care of the new that...

  • New Year, New Approach. MCKENNA, TERRY // Convenience Store News for the Single Store Owner;Jan2015, Vol. 10 Issue 1, p30 

    The author offers marketing strategies to boost business operations. He suggests to conduct a post assessment of the prior year, establish goals, and set up a conversation with employees to discuss their responsibilities in achieving the goals. He mentions the importance of customer engagement...

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