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Social Relationships of Marketing and Analytic Dimensions

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SOCIAL RELATIONSHIPS of MARKETING and ANALYTIC DIMENSIONS
NICOLE GAJADHAR
ALGOMA UNIVERSITY

SOCIAL RELATIONSHIPS of MARKETING and ANALYTIC DIMENSIONS
Summary
Any business, in order to be successful must have market researchers to analyze behaviors and actions of consumers. Without market researchers it is impossible to maintain a good business to consumer rapport. Businesses to consumer relationships are misunderstood because the dimensions of characteristics such as competence are not explained thoroughly in marketing research. This article identifies the characteristics and relationships between, “communication, trust, commitment, satisfaction and conflict handling” (Malhotra, Agarwal and Du Bisi 2010, p.20) along with a hypothesis created by the authors. The research paper attempts to prove how successful relationship marketing strategy must require an understanding of social dynamics to achieve customer satisfaction. I chose this article because I like how the authors gave thorough explanation of key characteristics behind why retail industries may lack positive business rapport and knowledge on customer satisfaction. Furthermore, I like the evaluation of content for the hypothesis and its findings displayed in the integrated model shown in the article. It explains how each social characteristic is related and how it leads to positive and negative behavior of customer satisfaction and (or) dissatisfaction.

Evaluation
Customer Satisfaction can be achieved multiple ways however under the scope of market research it takes depth analysis to recognize consumer behavior. Customer satisfaction is defined as, “a large extent by the disconfirmation or confirmation of consumer expectations” (Malhotra et al., 2010, p.21). I think this serves as true fact because customer satisfaction is dependent on customer expectation and customer expectations is dependent on,…...

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