Alia was satisfied with the old television that she had owned for years. But after watching a few shows on her friend's big, flat-screen, HD television, she felt that she should buy a newer model for herself. Which of the following limitations of macro-marketing effectiveness does this illustrate?
A) Customer satisfaction is easy to measure by means of a survey or a poll.
B) Customer satisfaction depends on and is relative to individual aspirations.
C) Customer satisfaction remains unchanged even when levels of expectation rise.
D) The American Customer Satisfaction Index provides an accurate measure of satisfaction.
E) The average level of customer satisfaction provides a complete picture for evaluating macro-marketing effectiveness.

Question

Quizplus · Accepted Answer

This scenario illustrates that customer satisfaction is relative to individual aspirations. Alia was satisfied with her old television until she saw a better one and realized her satisfaction could be improved. This shows that satisfaction is not solely based on the product or service itself, but also on the comparison with alternatives and personal preferences.

Alia Was Satisfied with the Old Television That She Had