SECONDHAND TALES DAMAGE CUSTOMER PERCEPTIONS

PHILADELPHIA - A new study has found that hearing about a negative experience at a retailer may create a worse impression among consumers than actually having the bad experience themselves.The Customer Dissatisfaction Study, recently released by the Verde Group, Boulder, Colo., and the Jay H. Baker Retailing Initiative at the Wharton School, part of the University of Pennsylvania here, found that

PHILADELPHIA - A new study has found that hearing about a negative experience at a retailer may create a worse impression among consumers than actually having the bad experience themselves.

The Customer Dissatisfaction Study, recently released by the Verde Group, Boulder, Colo., and the Jay H. Baker Retailing Initiative at the Wharton School, part of the University of Pennsylvania here, found that as customers tell each other stories about shopping problems, they often embellish them,

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