The ISES report suggested that sales volumes did not correlate with customers’ satisfaction, and cited that the customer satisfaction has to do with more than having competitive petrol prices. SMU Assistant Professor of Marketing (Practice) and ISES Academic Director Marcus Lee believed that the competitive nature of retailing today, particularly in the commodities market such as petrol, meant that companies are pushed to find new ways to build relationships with customers that draw them to return.
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https://www.smu.edu.sg/sites/default/files/smu/news_room/smu_in_the_news/2015/ju...