Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh

تمرين 42

With the cooperation of a durables retailer, assist the retailer in sending a postpurchase letter of thanks to every other customer immediately after purchase. Then, approximately two weeks after purchase, contact the same customers (both those who received the letter and those who did not) and measure their purchase satisfaction. Evaluate the results.