Highlights – September 2017

New research published in the Journal of the Academy of Marketing Science reveals a huge disconnect between managers and customers in terms of understanding what drives customer satisfaction and loyalty.

The researchers used data from 70,000 American Customer Satisfaction Index surveys and compared it with responses to the same questions posed to 1,068 marketing managers at Fortune 500 firms.  Their findings show that managers in a wide cross-section of industries typically overestimate their customers’ satisfaction.  As a res.....

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