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Part 1: Look for popular press articles that discuss either

December 8, 2022

Part 1:

Look for popular press articles that discuss either marketing research and/or customer satisfaction. In your post, summarize the article and then discuss which principle(s) of marketing are illustrated by it. Please include a link to the article. Please find below examples for reference (Please don’t Copy Paste the same)

Example 1:

COLLAPSE

Best Buy has recently decided to pilot a virtual customer service via a virtual Best Buy store. This pilot resides in a warehouse located near Best Buy’s headquarters. Best Buy has filled the warehouse with a multitude of products and employees who are prepared to answer any product questions and assist in recommending products to customers. Due to this virtual pilot store, customer service ratings for Best Buy have already soared a whopping 20%. This virtual store was undoubtedly a strategic move in the right direction for Best Buy since after the pandemic their virtual sales have reached nearly 5 times the rate they were previously.

Creating a virtual store with customer service was very smart for Best Buy because it allows the place of the products and services that Best Buy offers to be virtual as opposed to in store only. This is a smart move for Best Buy because while many individuals likely prefer the on site assistance and recommendations from Best Buy employees, after the pandemic many consumers will opt for a more convenient virtual shopping experience.

This article clearly shares the place and products that are being offered. Additionally, Best Buy has staged virtual showcases within their physical stores to show how the virtual customer service works. This new virtual customer service is benefitting both the customer and the company as well.

https://retailwire.com/discussion/best-buys-virtual-store-pilot-earns-high-customer-satisfaction-scores/

Example 2:

The article I found is in regards to the declining customer satisfaction Amazon is facing with their customers. This ties into the customer aspect of the 5Cs in the textbook. The percentage of customers who are considered “highly satisfied” has fallen over the last decade at Amazon. The article also stated how their rivals are starting to score higher than Amazon in customer satisfaction ratings. Some of the main reasons for Amazons slipping ratings include late shipments and poor quality of the products. It can be difficult to talk with a real person as well at Amazon since they have automated a lot of their initial customer service interactions. These poor customer ratings and perceptions from customers may be contributing to the slow growth rate of Amazon and the reason why they will be laying off employees to remain competitive and profitable. This article ties directly into chapter 14, specifically the expectations and experience section. An example is A customer had the expectation of getting a baby stroller within two days since they were prime members. Unfortunately, they had a very negative personal experience since the customer was informed the product was not going to be delivered and it was difficult for them to get their money back. This type of experience will cause customers to be dissatisfied and have a negative word of mouth with their friends and family.

Have any of you had negative experiences that caused you to stop using a service or product?

https://www.forbes.com/sites/petercohan/2022/11/21/andy-jassys-woe-amazon-stock-cut-in-half-as-customer-satisfaction-falls/?sh=684f1d1db18a

Part 2:

Please give comments for example 1 and example 2(1 paragraph each0

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