Take Action

Home | Faculty & Research Overview | Research

Research Details

Customer Satisfaction Fables, Sloan Management Review

Abstract

Can a company constantly strive to exceed customers' expectations by providing service that delights or amazes them? Or is this just another marketing trend that really doesn't ensure that the customer will purchase the service again? Are customers always right, or are there some who may not be profitably worth satisfying? Do customers judge service on the core offering (e. g., the plane flight) or on the supplemental frills (e. g., the movie and the meal during the flight?) The authors point out that the concept of customer satisfaction is nothing more than good marketing, something companies should have been striving for all along. They poke holes in a number of marketing trends and suggest that, rather than embracing very new fad that comes along, managers should think creatively and choose their won paths to successful marketing.

Type

Article

Author(s)

Dawn Iacobucci, Kent Grayson, Amy Ostrom

Date Published

1994

Citations

Iacobucci, Dawn, Kent Grayson, and Amy Ostrom. 1994. Customer Satisfaction Fables. Sloan Management Review. 35(4): 93-96.

KELLOGG INSIGHT

Explore leading research and ideas

Find articles, podcast episodes, and videos that spark ideas in lifelong learners, and inspire those looking to advance in their careers.
learn more

COURSE CATALOG

Review Courses & Schedules

Access information about specific courses and their schedules by viewing the interactive course scheduler tool.
LEARN MORE

DEGREE PROGRAMS

Discover the path to your goals

Whether you choose our Full-Time, Part-Time or Executive MBA program, you’ll enjoy the same unparalleled education, exceptional faculty and distinctive culture.
learn more

Take Action