Discussion
Customer satisfaction is no longer good enough to survive in today’s competitive market. What is needed is ......................... .
Answer: D
What is needed is customer delight.
Satisfaction means meeting expectations; a merely satisfied customer may still switch to a competitor. Customer delight means exceeding expectations, giving the customer more than was expected, which creates an emotional bond and strong loyalty. Marketing writers argue that this, not satisfaction alone, is what survival in competitive markets requires.
Customer orientation, retention and relationship building are important, but the stem asks for what goes beyond satisfaction, and that is delight.
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