Journal article
Consumer expectations and the communications gap
Business horizons, v 16(2), pp 11-16
1973
Abstract
Despite steady improvement in product quality and values, consumer complaints and demands for protective legislation are more common than before. The rising expectations of consumers are a main cause of consumer irritation, and exaggerated promotional information contributes to these rising expectations. The remedy for consumer dissatisfaction is to narrow the gap between consumer expectancy and perceived product performance, primarily by reducing exaggerated expectancy. More careful and thorough monitoring of consumer satisfaction levels can help reduce consumer dissatisfaction. Three guidelines are suggested for dealing with discrepancies between consumer expectancy and product performance.
Metrics
5 Record Views
6 citations in Scopus
Details
- Title
- Consumer expectations and the communications gap
- Creators
- Rolph E. Anderson - Old Dominion UniversityMarvin A. Jolson - University of Maryland, College Park
- Publication Details
- Business horizons, v 16(2), pp 11-16
- Publisher
- Elsevier
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- [Retired Faculty]
- Scopus ID
- 2-s2.0-49549165292
- Other Identifier
- 991019295184404721