Don't stay so close to your customer

Don’t stay so close to your customer Le paradoxe de la satisfaction client

Karim Ben Slimane () and Damien Chaney ()
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Karim Ben Slimane: Groupe ESC Troyes en Champagne
Damien Chaney: Groupe ESC Troyes en Champagne

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Abstract: This paper deals with the strategies of new product deve- lopment. Its aim is twofold. First, it brings into question the concept of customer satisfaction and sheds light on one of its ill-understood paradox. This paradox stems from two unintended consequences by which the race to customer sa- tisfaction may lead to a product upgrade escalation and a price war. Second, this paper outlines a set of actions that can help managers to escape the paradox of customer satisfaction. Those actions consist of targeting new segments of non-customers with a new offer that is simple and avoiding high competition. This paper is built on the insights derived from the case of the launch of the Nintendo Wii in the videogame industry.

Keywords: product strategy; customer satisfaction; non- customers; video console market.; stratégie de produit; satisfaction client; non- consommateurs; marché des consoles vidéo. (search for similar items in EconPapers)
Date: 2011
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Published in Décisions Marketing, 2011, 63, pp.73-78

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02483554

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