TITLE

Widening the View (Book)

AUTHOR(S)
Berdie, Douglas R.
PUB. DATE
January 2004
SOURCE
Marketing Management;Jan/Feb2004, Vol. 13 Issue 1, p58
SOURCE TYPE
Review
DOC. TYPE
Book Review
ABSTRACT
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 and Miller state that current customer satisfaction research does not obtain the types of customer feedback companies need to succeed in today's business. A very narrow view of customer satisfaction research and a view that criticizes poorly constructed customer satisfaction research rather than well-constructed research were the basis of their conclusions. Many other scales are also used to assess satisfaction, and most well-designed customer satisfaction questionnaires already contain a mix of scales to address the concerns the authors raise. The authors condemn customer satisfaction research for not uncovering what customers need, yet well-designed research typically addresses this by including importance measures of some sort. Their condemnation of high satisfaction masking inferior performance compared to competitors is typically addressed by including scales to measure comparisons against competition. The authors also imply that certain other problems are inherent to customer satisfaction methods.
ACCESSION #
12123071

 

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