Customer Satisfaction, Loyalty, and Empowerment
Completion requirements
Read this chapter, which emphasizes customer communities, loyalty management, customer satisfaction, ethics, laws, and customer empowerment.
Customer Satisfaction
REVIEW QUESTIONS
- Should a company be happy or concerned if most customers are satisfied?
- Why have customer satisfaction scores remained relatively steady over the past few years?
- What are the desired outcomes, from a marketer's perspective, of a complaint management process?
- How would marketing management use customer satisfaction survey results?