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Ray on Value
An excerpt from the 1991 Pacific Telecommunication Partners
meeting, Maui, Hawaii
"Let's probe a little further into what the real link
between cutomer satisfaction and purchasing decisions or market
share. What we found - it's a simple term - it's expression
of value. Value is nothing other than the perception a customer
has of the quality they get verses the price they pay. The
customer, on the one hand weighs the quality and price you
deliver to them, verses the quality they get from your competitor
against the price they pay for the competitor. And that's
what drives a purchasing decision."
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