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

***** the author argues that the return on the investment (ROI) of *****ledge is not equal for consumers. A consumer risks a great deal more 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 a more substantial thing—his or her privacy. The only benefit the ***** sees that accrues to the consumer through various *****ms of cus*****mer ***** by marketers is that customer complaints are dealt with more efficiently, which ***** creates a higher chance for return traffic for 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.

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

Th***** article makes some excellent points, but there are some questions as ***** the broad brushstrokes with ***** the ***** paints the argument. First of all, it seems like consumers do get some ***** from marketers knowing their 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 *****-benefit analysis, they feel that the chance to win a gift card or to ***** a coupon is w*****th sacrificing a bit of information to the marketer. Also, ***** benefit from having goods and promotions tailored ***** suit their needs. Every


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