Besu, Ennew and Palmer (1998, pp. 170-175) consider Customer
Satisfaction as a necessary interactive dimension of Relationship Quality,
noting that Length of Relationship, Trust, Ethics and Expertise are positive
factors in building Customer’s Satisfaction while Sales Orientation of the
Sales people is a negative factor.
In general a satisfied customer will remain more with the supplier,
while a dissatisfied customer will try to move to another supplier.
As Peppers
and Rogers (2004, p. 47) suggest new customers during the early stages of their
Relationship with a company may count differently a negative experience and
lead with high probability to a defection, so they need the closer care to
create satisfying experiences than an old customer, who will compare it with
his other previous experiences.
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