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Discusses the importance of qualitative data from customers in customer satisfaction measurement programs. Presents results of a study which is based on customer comments, using airline flight attendants as the target customer population. Indicates that qualitative data can produce actionable information as well as explanations for the nature of quantitative customer satisfaction data. Provides implications for management.

This special “Anbar Abstracts” issue of the Journal of Product & Brand Management is split into six sections covering abstracts under the following headings: Marketing strategy; Customer service; Pricing; Promotion; Marketing research, customer behavior; Product management.

This special “Anbar Abstracts” issue of the Marketing Intelligence & Planning is split into seven sections covering abstracts under the following headings: Marketing Strategy; Customer Service; Sales Management/Sundry; Promotion; Marketing Research/Customer Behaviour; Product Management; Logistics and Distribution.

WHEN delivering his Elbourne lecture Sir Geoffrey Vickers related the following incident. ‘As a very inexperienced subaltern in the old war, my company commander once said to me: “Vickers, the company will bathe this afternoon. Arrange.” In the Flemish hamlet where we were billeted the only bath of any kind was in the local nunnery. The nuns were charity itself but I couldn't ask them to bathe a hundred men. I reviewed other fluid‐containing objects which might be potential baths—cattle drinking troughs, empty beer barrels—and found practical or ethical objections to them all. At that point I had the misfortune to meet my company commander again and was forced to confess that I had not yet solved my problem. He was annoyed. “Whatever have you been doing all this time?” he said. Then, turning his own mind to the problem, apparently for the first time, he added: “Take the company limbers off their wheels, put the tilts inside and the cookers beside them for the hot water; four baths each four feet square, four men to a bath, do the whole job in an hour. Why don't you use your brains?”’