THE IMPACT OF EXPECTING TO EVALUATE ON SATISFACTION EVALUATIONS
碩士 === 大同大學 === 事業經營研究所 === 90 === To satisfy their customers' wants better, marketers often rely on buyers' evaluations of the products and services they consume. In many cases, customers (e.g., KTV customers, hotel patrons, car buyers) know in advance that they will be asked s...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2002
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| Online Access: | http://ndltd.ncl.edu.tw/handle/71825983029324094371 |
| Summary: | 碩士 === 大同大學 === 事業經營研究所 === 90 === To satisfy their customers' wants better, marketers often rely on buyers' evaluations of the products and services they consume. In many cases, customers (e.g., KTV customers, hotel patrons, car buyers) know in advance that they will be asked subsequently to provide evaluations. Customers' evaluations of quality and satisfaction are critical inputs in the development of marketing strategies. Given the increasingly common practice of asking for such evaluations, buyers of products often know in advance that they subsequently will be asked to provide their evaluations. Marketers need to be aware of the negative bias of expected evaluations when interpreting the results of customer research. In the present research, we examined the impact of expecting to evaluate on the processes and outcomes of evaluations. This research suggests that this intuitive prediction is incorrect and that expecting to evaluate tends to produce systematic bias in the form of overly negative and unrepresentative evaluations rather than to improve accuracy.
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