Mapping Out Marketing

ENTRY #5     Does “big data” have the right customer satisfaction answers?

Ronald Hill

Visiting Professor of Marketing and and Dean’s Excellence Faculty Fellow, Department of Marketing, American University, Kogod School of Business

Many marketing professionals believe that, when consumers buy their products, they are satisfied, especially if they continue to purchase the same goods or services over time. Even most theoretical conceptions of customer satisfaction suggest that people are contented if they buy repeatedly. The underlying idea is simple economic logic: consumers only exchange money for products if the products are worth more ...