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 personal 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 ***** the question. Clearly, *****re are risks to consumers when marketers know their personal information, but there ***** also benefits as well. Marketers need consumers, but consumers also need to buy goods. The process of ***** ***** selling is a mutual 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 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 ***** marketer in this shar*****g relationship. The marketer only risks ***** an investment in tracking consumer buying habits, suggestions, or doing marketing research might not pay off in dollars, while a consumer risks a more substantial thing—his or her privacy. ***** only *****nefit the author sees that accrues to the consumer through various *****ms of cus*****mer tracking by marketers is ***** customer complaints are dealt with ***** efficiently, which also creates a hig***** chance for return traffic ***** ***** 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.

Interestingly, the ***** does not discuss a*****her hidden detriment to the consumer regarding time. Anyone who has ever bought anything over the Internet knows the tendency to receive an increase ***** 'spam' or marketing promotions ***** websites that sell similar goods to ***** ones where the original purc*****e was made. Telemarketers who have gotten a consumer's name ***** number often can target that consumer at the dinner hour because of the fact that 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 because the company ***** the good was purchased is making a profit from ***** consumer twice, first from the *****ctual transaction, and second by ***** and sharing the consumer's identity and buying habits—with other purveyors.

This ***** makes some excellent points, but there are some questions as ***** the broad brushstrokes with ***** ***** author paints the argument. First of all, it seems like consumers do get ***** benefit from marketers *****ing ********** information besides customer complaints 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 ***** 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 ***** ***** tailored to suit their needs. Every


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