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"

This paper takes an intriguing approach to the issue of marketers ***** ***** information about consumer buying habits or hobbies, namely that of a risk management ***** cost benefit analysis approach to the question. Clearly, *****re are *****s to consumers when ***** know their personal information, but there ***** also benefits as well. Marketers need consumers, ***** consumers also ***** ***** buy goods. The process of ***** ***** selling is a mutual agreement, something that can be easily forgotten in an age that has grown very hostile towards advertising and is very anxious about the r*****ks identity *****ft.

***** the author argues ***** the return on the investment (ROI) of knowledge is not equal for consumers. A consumer risks a great deal more than the marketer in this sharing relationship. The marketer only risks that an investment in tracking consumer buying habits, suggestions, or doing marketing research might ***** pay off in dollars, while a consumer risks a ***** substantial thing—his or her privacy. ***** ***** ********** the ***** sees that accrues to the consumer through various forms of customer ***** by marketers is ***** customer complaints are dealt with more efficiently, which ***** 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 consumer time and money.

*****, the author does not discuss another hidden detriment to the ***** regarding time. Anyone who has ever bought anything over the Internet knows the tendency to receive an increase ***** 'spam' or marketing promotions from websites that sell similar goods to ***** ones where the original purchase was made. Tele***** who have gotten a consumer's n*****me *****d number often can target that consumer at the dinner hour because of the fact th***** he or she unwittingly let a marketer know about a subscription to a local newspaper ***** ***** existence of a computer in the household. And, ********** the article points out, this is unfair because the company where the good ***** purchased ***** making a profit from the consumer twice, first from the *****ctual transaction, and second by ***** and sharing the consumer's identity and buying habits—with other purveyors.

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 some benefit from marketers knowing ********** 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 personal cost-benefit analysis, they feel that the chance to win a g*****t card or to get a coupon is worth sacrificing a bit of inform*****tion to the marketer. Also, consumers benefit from having ***** ***** promotions tailored to suit their needs. Every


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