MKTG-290 Study Guide - Midterm Guide: Net Promoter, Selective Exposure Theory, Individualism
Document Summary
A person"s feelings of pleasure or disappointment that results from comparing a product or service"s perceived performance (or outcome) to expectations. The link between customer satisfaction and customer loyalty is not proportional. Low level of satisfaction (1) high level of satisfaction (5) Net promoter score (nps) = percentage of promoters (those who gave a 9 or 10) - percentage of detractores (those who gave a 0 to 6) Passively satisfied customers (those who gave a 7 or 8) are not included. Only 5% of dissatisfied customers complain, the other 95% Feel like complaining is not worth the effort. Do not know how or who to complain to. Where a customer directly or indirectly interacts with the company in some form. Because marketing must affect every aspect of the customer experience, marketers must properly manage all possible touch points. Store layouts, package designs, product functions, employee training, and. Every brand that exists, including those you may not have heard of before.
