Five common myths about consumer satisfaction programs

Abstract

Discusses five common myths about perception, management and implementation of consumer satisfaction programs. Intends to debunk the more popular myths so that managers can avoid making classic service delivery mistakes. Integrates current research on customer satisfaction and consumer complaints. Makes a number of recommendations.

Citation

Halstead, D. (1993), "Five common myths about consumer satisfaction programs", Journal of Services Marketing, Vol. 7 No. 3, pp. 4-12. https://doi.org/10.1108/08876049310044501