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 knowing personal information about consumer buying habits or hobbies, namely that of a risk management ***** cost benefit analysis approach to the question. Clearly, *****re are *****s to consumers when ***** know their ***** information, but there ***** also benefits as well. Marketers need consumers, ***** consumers also need ***** buy goods. The process ***** 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 about the risks identity *****ft.

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

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

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


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