Customer satisfaction. If it is true that smart companies aim to completely satisfy customers by promising only

❷ Customer satisfaction. If it is true that smart companies aim to completely satisfy customers by promising only what they can deliver, and then delivering more than they promise, does this mean that those who follow this dictum are market leaders and the most profitable in their industry sector? This very topical issue is a matter for individual research using academic journals; the findings might then be pooled in class. Be aware that there is no simple answer. (Learning Objective 2) (AACSB: Communication;

Reflective Thinking)