Customer Satisfaction Fables

Sloan Management Review, Summer, 1994, Vol. 35 Issue 4, pp. 93-96

4 Pages Posted: 22 Nov 2015 Last revised: 19 Feb 2016

See all articles by Dawn Iacobucci

Dawn Iacobucci

Vanderbilt University - Marketing; Vanderbilt University - Marketing

Kent Grayson

Northwestern University - Kellogg School of Management

Amy Ostrom

Arizona State University (ASU)

Date Written: 1994

Abstract

Can a company constantly strive to exceed customers' expectations by providing service that ‘delights’ or ‘amazes’ them? Or is this just another marketing trend that really doesn't ensure that the customer will purchase the service again? Are customers always right, or are there some who may not be profitably worth satisfying? Do customers judge service on the core offering (e. g., the plane flight) or on the supplemental ‘frills’ (e. g., the movie and the meal during the flight?) The authors point out that the concept of customer satisfaction is nothing more than good marketing, something companies should have been striving for all along. They poke holes in a number of marketing trends and suggest that, rather than embracing very new fad that comes along, managers should think creatively and choose their won paths to successful marketing.

Keywords: business enterprises, customer relations, customer satisfaction, marketing strategy, customer services, quality of service, customer loyalty

Suggested Citation

Iacobucci, Dawn and Iacobucci, Dawn and Grayson, Kent and Ostrom, Amy, Customer Satisfaction Fables (1994). Sloan Management Review, Summer, 1994, Vol. 35 Issue 4, pp. 93-96, Available at SSRN: https://ssrn.com/abstract=2693663

Dawn Iacobucci (Contact Author)

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States

Kent Grayson

Northwestern University - Kellogg School of Management ( email )

2001 Sheridan Road
Evanston, IL 60208
United States

Amy Ostrom

Arizona State University (ASU) ( email )

Farmer Building 440G PO Box 872011
Tempe, AZ 85287
United States

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Downloads
55
Abstract Views
429
rank
498,806
PlumX Metrics