Question

Berry and Parasuraman suggest a company that wants to adopt a customer value-building approach should:

A. institute a frequency marketing program
B. avoid socialization with customers
C. make the buying process as easy as possible
D. introduce new products
E. use a pull strategy

Answer 1

To adopt a customer value-building approach, Berry and Parasuraman suggest making the buying process as easy as possible, which is pivotal in heightening customer satisfaction and loyalty. Option c.

Step-by-step explanation:

Berry and Parasuraman suggest that a company wanting to adopt a customer value-building approach should make the buying process as easy as possible (C). This principle aligns with the convenience factor, which is integral in providing a positive customer experience. By simplifying the process of purchasing, companies can reduce customer frustration, increase satisfaction, and foster loyalty. This concept ties into the broader strategy of service quality and customer satisfaction frameworks put forth by Berry and Parasuraman in their work on service marketing.