Knowledge@SMU

Authors

Knowledge@SMU

Publication Type

Journal Article

Publication Date

8-2007

Abstract

In a highly competitive world where the customer expects to be king, why are so many firms unhappy with the products they purchase, sales staff who over-promise and don’t deliver, and less than optimal after-sales service? In a recent paper published in the Journal of Marketing, Singapore Management University marketing professor Kapil R. Tuli and Emory University professors Ajay K.Kohli and Sundar G. Bhardwaj shed light on what appears to be a fundamental mismatch between customer expectations and what suppliers think their customers want.

Disciplines

Business

Copyright Owner and Holder

Copyright © Singapore Management University 2012

Article ID

1082

Subject(s)

Operations Management

Included in

Business Commons

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