Saylor URL: http://www.saylor.org/books Saylor.org- What are the desired outcomes, from a marketer’s perspective, of a complaint management process?
- How would marketing management use customer satisfaction survey results?
[1] Raphaelle Lambert-Pandraud, Gilles Laurent, and Eric Lapersonne, “Repeat Purchasing of New Automobiles by
Older Consumers: Empirical Evidence and Interpretations,” Journal of Marketing 69, no. 2 (2005): 97–106.
[2] Gustavo Souki and Cid G. Filho, “Perceived Quality, Satisfaction and Customer Loyalty: An Empirical Study in the
Mobile Phones Sector in Brazil,” International Journal of Internet and Enterprise Management 5, no. 4 (2008): 298 –
314.
[3] X. Lou and C. Homburg, “Satisfaction, Complaint, and the Stock Value Gap,” Journal of Marketing 72, no. 3
(2008): 29 –43.
[4] Fred Reicheld, The Ultimate Question: Driving Good Profits and True Growth (Boston: Harvard Business Press,
2006).
[5] Michael Levy and Barton Weitz, Retailing Management, 7th ed. (Burr Ridge, IL: McGraw-Hill, 2009.)14.4 Ethics, Laws, and Customer Empowerment
LEARNING OBJECTIVES
- Apply general ethical principles and concepts to online marketing.
- Explain the laws that regulate online and other types of marketing.
You are about to graduate and move to another city to start a new job. Your employer is paying for your
moving expenses, so you go online to see what people have to say about the different moving companies.