They seem dissatisfied with service providers even when their complaints are well-handled because products often fail to meet expectations. “The larger discrepancy could point towards fundamental issues customers may be having with the product or service, issues that customer service may not be able to resolve, nor should it be expected to. In the longer term, the solution is to shape customer expectations using branding and communications to position the experience such that the customers better know what to expect. In essence, businesses are ensuring they are attracting the group of customers that will appreciate their service proposition,” said SMU Assistant Professor of Marketing (Practice) and ISES Academic Director Associate Professor Marcus Lee.
Singapore Business Review
Link:
https://www.smu.edu.sg/sites/default/files/smu/news_room/smu_in_the_news/2015/ju...