HOW MARKETERS OF INTANGIBLES CAN RAISE THE ODDS FOR CONSUMER SATISFACTION

Abstract

Herzberg's theory of worker satisfaction suggests that while the context of a job may cause dissatisfaction, the basic factor behind positive satisfaction is the content of that job — the pleasure of achievement. There is evidence that in some situations the same kind of dichotomy might apply to consumer satisfaction: that is, consumers may be dissatisfied by the setting, or peripheral factors surrounding goods or services, but the likeliest route to positive satisfaction is to let them accomplish something with their purchase. This idea can applied specifically to services.

Citation

Gelb, B.D. (1985), "HOW MARKETERS OF INTANGIBLES CAN RAISE THE ODDS FOR CONSUMER SATISFACTION", Journal of Consumer Marketing, Vol. 2 No. 2, pp. 55-61. https://doi.org/10.1108/eb008123