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 ***** the question. Clearly, there are risks to consumers when ***** know their personal information, but there ***** also ********** 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 ***** has grown very hostile *****wards advertising *****d is very anxious ***** the r*****ks identity *****ft.

But 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 shar*****g relationship. The marketer only ***** ***** 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. The only benefit ***** author sees that accrues to the consumer through various forms of cus*****mer ***** by marketers is that customer complaints are dealt with ***** efficiently, which ***** creates a higher chance for ***** traffic for marketers 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 ***** does ***** discuss another hidden detriment to the consumer regarding time. *****nyone who has ever bought anything over ***** Internet knows the tendency to receive an increase ***** 'spam' or marketing promotions from websites that sell similar ***** to ***** ones where the original purchase 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 marketer know about a subscription to a local newspaper or the existence of a computer in the household. And, as the article points out, this is unfair because the company where the good ***** purchased ***** making a profit from the consumer twice, first ***** the actual transaction, and second by *****ing and sharing ***** *****'s ***** and buying habits—with other purvey*****s.

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


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