Another way this theory is applied is through surveys. I work at a place that prompts surveys from people's transactions on their purchases. It is a survey that lets the customer evaluate and grade the store in different areas of performance. At the very end of the survey, there are other cateogories which allow the customer to write in whatever comments or suggestions they have to help improve the store.
I have witnessed some changes to our store over the years as a result of comments and suggestions, as well as some complaints. These surveys go directly to headquarters and the database for executives to make decisions on whatever they want based on people's opinions.
2 comments:
My place of work also surveys post customer interaction. The company I work for takes it very seriously as we do not get paid commission if we do not get "top box" scores. (A top box is 5 out of a possible 5points for each question.)
Adaptive structuration makes sense when it comes to surveys and getting feed back.
Giving the consumer a chance to write in their thoughts and opinons is a great method, so the company doesnt have to guess or assume, they are able to hear it directly from the comsumers mouth.
Survey communication is also very interesting. Having questions that are leading to the participants, can easily introduce outliers to results. Having questions that are not responsible to the ethical responsibility of the research. In survey, we can easily have our emotions sway the true thoughts, feelings, and emotions that are apparent on a daily basis.
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