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Personal Needs vs. Customer Relationships

Strategy Driven

People are commonly referred to as ‘buyers,’ ‘shoppers,’ ‘payers,’ ‘non-responders,’ ‘early adopters,’ and ‘eyeballs.’ Marketing scholars Jennifer Aaker and Susan Fournier reveal how closely business relationships and interpersonal relationships mirrored each other in an Internet-based psychology test. Customer satisfaction is used by 90 percent of companies as a benchmark for success.

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