Customer Satisfaction Is an Important Focus for Marketers Because

question 290

Multiple Choice

Customer satisfaction is an important focus for marketers because

• A)marketing research is an expensive proposition;the fewer times it needs to be done,the better off the company is.
• B)the financial value of a satisfied,loyal customer over time can be significant.
• C)consumers are unable to assess it by themselves.
• D)attracting new customers is easier than keeping old ones.
• E)a 50 percent improvement in customer retention can increase a company's profits by 5 percent.

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Definitions:

Social Information-Processing Theory

Theory that suggests people can communicate relational and emotional messages via the Internet, although such messages take longer to express without nonverbal cues.

Nonverbal Cues

Signals conveyed through body language, facial expressions, gestures, and other forms of non-linguistic communication that can inform, guide, or modify interactions.

Interpersonal Communication Myths

False beliefs or misconceptions about the nature and processes of interpersonal communication, which can hinder effective interaction.

Social Presence

The feeling that communicators have of engaging in unmediated, face-to-face interactions when messages are being sent electronically.