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故事发生在1975年,一个人提着爆了的轮胎走进大型零售商Nordstrom的店面,要求退货。然而,Nordstrom不仅没有卖给过他轮胎,因为它压根儿就不卖轮胎。但结果,Nordstrom接受了退货,如数退还了轮胎的价钱。这不仅仅是Nordstrom公司内部引以为豪的品牌故事,更成为了业内传诵的经典。三十多年过去,沃顿商学院营销学教授Peter Fader和沃顿顾客行为分析中心的同事们在近期出版的《“以顾客为中心”的本质:是什么,不是什么,为什么关系重大》的开头,再次
The story took place in 1975, a man carrying a burst of tires into the store at the large retailer Nordstrom, request a return. However, Nordstrom not only did not sell his tires, because it would not sell the tires at all. However, as a result, Nordstrom accepted the return and repaid the tire for the same amount. This is not just a story of the brands that Nordstrom is proud of, but a classic in the industry. For more than thirty years, Peter Fader, a marketing professor at Wharton, and colleagues at the Wharton Customer Behavior Analysis Center recently published the essence of “customer-centricity.” What is, not what, and why? "At the beginning, again