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"

This 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 ***** the question. Clearly, *****re are risks to consumers when marketers know their personal inf*****mation, but there ***** also benefits as well. Marketers need consumers, ***** consumers also need to buy goods. The process of buying ***** selling is a mutu*****l agreement, something that can be easily forgotten in an age that has grown very hostile towards advertising and is very anxious ***** the r*****ks identity *****ft.

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

*****, the author does not discuss a*****her hidden detriment to the ***** regarding time. *****nyone who has ever bought anything over ***** Internet knows the tendency to receive an increase ***** 'spam' or marketing promotions from websites ***** sell similar ***** ***** ***** ones where the ********** purc*****e was made. Telemarketers who have gotten a consumer's name ***** number often c***** 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 or the existence of a computer in the household. And, *****s the article points out, this is unfair ***** the company where the good was purchased ***** making a profit from ***** consumer twice, first from the actual transaction, and second by selling and sharing ***** consumer's identity and buying habits—with other purveyors.

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


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