If it is true that smart companies aim to completely satisfy customers by promising only what they can deliver, and then delivering more than they promise, does this mean that those who follow this dictum are market leaders and the most profitable in their industry sector?

Scenario 1, Week 3: Customer satisfaction. If it is true that smart companies aim to completely satisfy customers by promising only what they can deliver, and then delivering more than they promise, does this mean that those who follow this dictum are market leaders and the most profitable in their industry sector? This very topical issue is a matter for individual research using academic journals; the findings might then be pooled in class. Be aware that there is no simple answer but provide your answer briefly. Suggestion: Students can work individually or in groups of three or four to pool efforts and brainstorming. Try to find few scholarly or peer-reviewed articles. Some journals that may be of interest to this topic are: • Journal of Marketing • Journal of Marketing Research • Journal of Consumer Research • Journal of the Academy of Marketing Science • Journal of Business Research
Journal of Customer Satisfaction and Complaint Behaviour is also recommended.

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