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"Service quality and customer satisfaction are important to marketers because a customer's evaluation of a purchase is thought to determine the likelihood of repurchase and, ultimately, to affect bottom line measures of business success". - fact or fable
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"Service quality and customer satisfaction are important to marketers because a customer's evaluation of a purchase is thought to determine the likelihood of repurchase and, ultimately, to affect bottom line measures of business success". Iacobucci, D., Grayson, K., and Ostrom, A. (1994). "Customer Satisfaction Fables". Sloan Management Review, Vol. 35, Iss. 4, pp.93-97, p.93. Is this 'fact' or 'fable'? 1. Introduction It is the job of a marketer to realise, understand and effectively make use of how a customer can best provide the business with the profit that it strives for. As marketing in the 21st century has moved away form traditional offensive strategies and moving towards defensive strategies where pull factors become vital when attracting and maintaining customers. A customer will purchase a product or service for a number of reasons, all however, are to satisfy the customer's need or want at that moment in time. If we can understand what motivates the...
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