Customer Satisfaction Reflection and Commentary Term Paper

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and, as the article points out, this is unfair because the company where the good was purchased is making a profit from the consumer twice, first from the actual transaction, and second by selling and sharing the consumer's identity and buying habits -- with other purveyors.

This article makes some excellent points, but there are some questions as to the broad brushstrokes with which the author paints the argument. First of all, it seems like consumers do get some benefit from marketers knowing their information besides customer complaints being answered, otherwise consumers would never volunteer their information. Consumers do often volunteer their opinions through market research, for fun, or also because in their own personal cost-benefit analysis, they feel that the chance to win a gift card or to get a coupon is worth sacrificing a bit of information to the marketer. Also, consumers benefit from having goods and promotions tailored to suit their needs.

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Every supermarket shopper who is frustrated that he or she cannot purchase a full order at a single grocery store, because the store is always out of a popular item or because their favorite type of could benefit from that store using better monitoring and keeping track of consumer behavior.

Identity theft is also a question of ethics, and merely because certain aspects of consumer tracking might benefit marketers more does not mean that all information has to be used in an unethical fashion. The references used by the author are solid, that of an additional textbook and a legal reference to who owns personal information, although a wider variety of current examples of how marketing information is used and abused rather than a legal reference might have better supported the argument......

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"Customer Satisfaction Reflection And Commentary" (2007, March 08) Retrieved May 21, 2025, from
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