Managerial Approach For Customer Satisfaction And FulFillment Of The Marketing Concept

Abstract

The authors present a managerial approach for assessing customer satisfaction and the marketing concept. An empirical investigation in the retail drugstore industry reveals that managers do not fully understand the needs and wants of their customers and that their customers are not as satisfied as the managers perceive them to be. The study also reinforces the importance of location in retailing and identifies price and merchandise availability as other key attributes customers desire; these findings contrast with managers’ perceptions of the greater importance of customer service and employee expertise.