Essay - Customer Satisfaction Reflection and Commentary On: 'Consumers on the Whole...

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Customer Satisfaction

Reflection and Commentary on: "Consumers on the whole receive more benefits than risk from marketers knowing their pers*****al information"

***** 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 or cost benefit analysis approach ***** the question. Clearly, there are *****s to consumers when marketers know their personal information, but there are also *****s as well. Marketers need consumers, ***** consumers also ***** ***** buy goods. The process of 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 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 the marketer in this shar*****g relationship. The marketer only ***** that 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 ***** benefit the ***** sees that accrues to the consumer through various forms of customer tracking by marketers is ***** customer complaints ***** dealt with more efficiently, which ***** creates a hig***** 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.

*****, 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 that sell similar goods to the ones where ***** *****iginal purchase was made. Tele***** who have gotten a consumer's n*****me and number often can 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 ***** the existence of a computer in the household. And, ********** the article points out, this is unfair because the company ***** the good was purchased is making a profit from ***** consumer twice, first ***** the actual transaction, and second by ***** and sharing the ********** ***** and ***** habits—with other purveyors.

Th***** ***** 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 ***** benefit from marketers *****ing their inform*****ion besides customer complaints being answered, otherwise consumers would never volunteer their information. Consumers do often volunteer ***** opinions through market research, for fun, or also ***** in their own ***** cost-***** analysis, they feel that the chance to w***** a gift card or to get a coupon is worth sacrificing a bit of information to the marketer. Also, consumers benefit from having goods ***** ***** tailored to suit their needs. Every


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