Contrast Effect Essay Example | Topics and Well Written Essays - 500 words

Contrast Effect - Essay Example According to Six Sigma, quality requires entrepreneurs to look at their own business from the customer's perspective and not be based on their own perspectives. By understanding the transaction from the needs and processes of customers, the company is able to explore on what costumers see and feel. Consequently, marketers can identify areas where significant value or improvement be added. Kotler (2000, p. 36) underscored that customer expectations are relevant key determinants of their satisfaction, consumption experiences, and loyalty. It is wise that marketers need to either meet or exceed such expectations; otherwise, it could lead to customer defection or dissatisfaction. Feldman and Lynch (1988) argued that when customers express their expectations before their consumption experience, it would most likely bring them more convenient during the experience. The same points were emphasized by Morwitz and Fitzsimons (2004); Dholakia and Morwitz (2002); Kardes, Allen, and Pontes (1993 ); and Fitzsimons & Williams (2000) respectively. have less or no knowledge that there will be an upcoming service evaluation process versus those forewarned customers about a service encounter, which later be asked to evaluate the said service; tend to supply higher negative post-experience evaluations (Ofir a