How Surveys Influence Customers  

Oleh:

Dholakia, Paul M. ; Morwitz, Vicki G.

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Harvard Business Review vol. 80 no. 5 (2002), page 18-19.
Topik: customer; customer retention; ethics; influence; judgement; marketing strategy; research methodology; surveys

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: HH10.19 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Surveying contented customers just once can increase profitability over the course of a year, surprising new research finds. That may be tempting news to marketers, but beware : Surveying unhappy customers could have the opposite effect.

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