Essay - Customer Satisfaction Reflection and Commentary On: 'Consumers on the Whole...


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Customer Satisfaction

Reflection and Commentary on: "C*****sumers on the whole receive more benefits than risk from marketers knowing their pers*****al information"

***** paper takes an intriguing approach to the issue of marketers ***** personal information about consumer buying habits or hobbies, namely that of a risk management or cost benefit analysis approach to the question. Clearly, *****re are risks to consumers when marketers know their personal inf*****mation, but there are also benefits as well. Marketers need consumers, ***** consumers also ***** to buy goods. The process ***** ***** and selling is a mutu*****l agreement, something that can be easily forgotten in an age ***** has grown very hostile *****wards advertising and is very anxious about the risks identity theft.

***** the author argues that the return on the investment (ROI) of knowledge is not equal for consumers. A consumer risks a great deal ***** than the marketer in this sharing relationship. The marketer only risks ***** an investment in tracking consumer buying habits, suggestions, or doing marketing research might ***** pay off in dollars, while a consumer risks ***** more substantial thing—his or her privacy. The ***** ********** the author sees that accrues to the consumer through various *****ms of customer tracking by marketers is that customer complaints are dealt with ***** efficiently, which ***** creates a higher chance for ***** traffic for ***** than if the ***** were ignored. Identity theft can ruin a customer's credit score, and repairing the damage can cost the ***** time and money.

Interestingly, the author does not discuss a*****her hidden detriment to the consumer regarding time. ********** who has ever bought anything over ***** Internet knows the tendency to receive an increase ***** 'spam' or marketing promotions ***** websites that sell similar ***** ***** the ones where the original purc*****e was made. Telemarketers who have gotten a consumer's n*****me ***** number often can target that consumer at the dinner hour because of the fact ***** he or she unwittingly let a m*****rketer know about a subscription to a local newspaper ***** ***** existence of a computer in the household. And, *****s the article points out, this is unfair ***** the company where the good ***** purchased is making a profit from the consumer twice, first from the *****ctual transaction, and second by selling and ***** ***** *****'s ***** and buying habits—with other purveyors.

Th***** article makes some excellent points, but there are some questions as to the broad brushstrokes with ***** the ***** paints the argument. First of all, it seems like consumers do get some benefit from marketers *****ing *****ir information besides customer complaints being answered, otherwise ***** would never volunteer their information. Consumers do often volunteer ***** opinions through market *****, for fun, or also because in their own personal *****-***** analysis, they feel that the chance to w***** a gift card or to ***** a coupon is w*****th sacrificing a bit of inform*****tion to the marketer. Also, consumers benefit from having goods and promotions tailored to suit their needs. Every

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