Why Satisfied Customers Defect  

Oleh:

Jones, Thomas O. ; Sasser, W. Earl, [Jr.]

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Harvard Business Review bisa di lihat di link (http://web.b.ebscohost.com/ehost/command/detail?sid=f227f0b4-7315-44a4-a7f7-a7cd8cbad80b%40sessionmgr114&vid=12&hid=105&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&jid=HBR) vol. 73 no. 6 (1995), page 88-99.
Topik: CUSTOMER SATISFACTION; customer relations; customer retention; market research; marketing strategy; polls & surveys

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: HH10.10 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Most managers rejoice if the majority of customers that respond to customer - satisfaction surveys say they are satisfied. But some of those managers may have a big problem. When most customers are saying they are satisfied but not completely satisfied, they are saying that they are unhappy with some aspect of the product or service. If they have the opportunity, they will defect. Companies that excel in satisfying customers excel both in listening to customers and in interpreting what customers with different levels of satisfaction are telling them.

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