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 ***** personal information about consumer buying habits or hobbies, namely that of a risk management ***** cost benefit analysis approach to the question. Clearly, there are risks to consumers when marketers know their ***** information, but there are also benefits as well. Marketers need consumers, but consumers also ***** to buy goods. The process ***** ***** 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 ***** the r*****ks identity *****ft.

But the author argues that the return on the investment (ROI) of ********** 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 ***** pay off in dollars, while a consumer risks ***** 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 more efficiently, which also creates a hig***** chance for ***** traffic for ***** than if the complaints 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 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 and 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 ***** local newspaper or the existence of a computer in the household. And, as the article points out, this is unfair ***** the company where the good w***** purchased is making a profit from the consumer t*****ice, first from the actual transaction, and second by ***** and sharing the consumer's ***** and buying habits—with other purvey*****s.

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


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