Why customers are loyal: Pitfalls and paradoxes of customer satisfaction studies
Dobromir CiasMillward Brown, PolandKatarzyna Polok and Tomasz OpalskiING Bank Slaski, Poland
INTRODUCTION
Market economy is based on the assumption that the main source of success of the providers of goods or services lies in their ability to respond accurately to customers' needs. The imperative of building customer satisfaction is most often adopted as an axiom which does not require further proof or thought. In consequence, it is asserted that the quality of services should be measured by a high level of customer satisfaction (Farris,...