The Customer Is Always Right, Right?

Abstract

The phrase "The customer is always right" is one that alludes to the fact that customer service is extremely important, especially in the retail industry. However, what does it mean for the customer to be right, all the time? In order to learn more about this a survey was developed and distributed to gauge consumers' thoughts and feelings on certain aspects of shopping, management, store policies, and customer service, amongst other things. The results of the survey led to implications that customers are not actually sure what they want. Respondents of the survey contradict themselves based on their answers on multiple questions. Additionally, the respondents' answers to these questions contradict prior research. The results of the survey and how the customers answered could have a huge effect on how managers of the retail industry should handle customer problems.