Who says capitalism isn't a science?

Posted by Dale on Mar 01, 2002 at 10:48

Make your customers happy and they'll come back for more. That line of thinking has dominated American business marketing for decades.

How much a customer estimated he or she would use the service in the future was "a much better predictor of customer retention than traditional models that focus on overall evaluations of the service," the researchers wrote.

Such findings have practical value to marketers, White and her colleagues noted. "If a firm wants to retain current customers, customer expectations of future benefits should be a primary focus. Marketing managers need to consider how such expectations can be managed and how to measure a customerís expected future benefits and current usage levels."


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