Satisfaction is Just the Start

摘要

Customer satisfaction may be the oldest brand metric in the book. When the first "consumer" traded a pelt for a flint (or something like that), he or she was either pleased and came back for more, or found that the flint shattered on first use, leading to a series of unflattering cave paintings of the vendor. Even this silly example draws out several of the critical implications of customer satisfaction, including its roles in loyalty and brand switching, word of mouth and reputation, and long-term brand viability.