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, there are risks to consumers when ***** know their ***** inf*****mation, but there are also benefits as well. Marketers need consumers, ***** consumers also need ***** 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 and is very anxious about the r*****ks identity *****ft.

***** 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 ***** habits, suggestions, or doing marketing research might ***** pay off in dollars, while a consumer risks a more substantial thing—his or her privacy. ***** ***** benefit the author sees that accrues to the consumer through various *****ms of customer tracking by marketers is ***** customer complaints are dealt with more efficiently, which also creates a higher chance for return traffic ***** 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 author 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 ***** websites that sell similar ***** ***** ***** ones where the original purc*****e was made. Tele***** who have gotten a consumer's n*****me ***** number often c***** target that *****onsumer at the dinner hour because of the fact th***** he or she unwittingly let a marketer know about a subscription to a local newspaper or ***** existence of a computer in the household. And, *****s the article po*****ts out, this is unfair ***** the company ***** the good ***** purchased ***** 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 article makes some excellent points, but there are ***** questions as to the broad brushstrokes with which ***** author paints the argument. First of all, it seems like consumers do get some ***** from marketers *****ing *****ir information besides customer complaints being answered, otherwise consumers would never volunteer their information. Consumers do often volunteer their opinions through market *****, for fun, or also because in their own personal ********** analysis, they feel that the chance to w***** a g*****t card or to get a coupon is **********th sacrificing a bit of inform*****tion to the marketer. Also, consumers benefit from having goods and ***** tailored ***** suit their needs. Every


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