Alia was satisfied with the old television that she had owned for years. But after watching a few shows on her friend's big, flat-screen, HD television, she felt that she should buy a newer model for herself. Which of the following limitations of macro-marketing effectiveness does this illustrate?
a.
Customer satisfaction is easy to measure by means of a survey or a poll.
b.
Customer satisfaction depends on and is relative to individual aspirations.
c.
Customer satisfaction remains unchanged even when levels of expectation rise.
d.
The American Customer Satisfaction Index provides an accurate measure of satisfaction.
e.
The average level of customer satisfaction provides a complete picture for evaluating macro-marketing effectiveness.
Answer: Customer satisfaction depends on and is relative to individual aspirations