Question
What best predicts customer satisfaction, say with a shopping trip or an airline journey? (select only one) The average evaluation of the experience at each
What best predicts customer satisfaction, say with a shopping trip or an airline journey? (select only one)
The average evaluation of the experience at each touchpoint
The overall evaluation across all touchpoints (i.e., holistic assessment)
The evaluation of the most positive experience (i.e., the peak)
The weighted average (by touchpoint importance) of the experience at each touchpoint
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International Marketing & Export Management
Authors: Gerald Albaum, Edwin Duerr
7th edition
