Discusses five common myths about perception, management and implementation of consumer satisfaction programs. Intends to debunk the more popular myths so that managers can avoid making classic service delivery mistakes. Integrates current research on customer satisfaction and consumer...

Trust is critical in buyer-seller relationships and the vast literature in this area expounds on its importance. However, only recently have scholars begun to explore the role of inaccurate perceptions of trust. These inaccurate perceptions matter because salespeople are more likely to...