Preventing or fixing a problem: a marketing manager’s dilemma revisited

Abstract

Delivering satisfaction to customers has become the accepted strategy to success and survival in today’s competitive business environment. However, managers charged with the task of nurturing customer satisfaction are often required to allocate their limited funds across an array of initiatives intended to ensure the delivery of the right amount and types of services to improve satisfaction among their customers. This requires the ability to locate areas that yield the greatest response per unit of investment. This paper shows that the impact of attribute performance on satisfaction is non‐symmetric. Results also indicate that marketing managers need to focus their efforts on reducing deficiencies because their impacts on satisfaction are higher. Empirical evidence is obtained for both the industrial and consumer market.

Citation

Choong, P. (2001), "Preventing or fixing a problem: a marketing manager’s dilemma revisited", Journal of Services Marketing, Vol. 15 No. 2, pp. 99-112. https://doi.org/10.1108/08876040110387908