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Voice of the Customer

Part 5. Product Innovation and Management

  1. Steven P. Gaskin1,
  2. Abbie Griffin2,
  3. John R. Hauser3,
  4. Gerald M. Katz1,
  5. Robert L. Klein1

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem05020

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Gaskin, S. P., Griffin, A., Hauser, J. R., Katz, G. M. and Klein, R. L. 2010. Voice of the Customer. Wiley International Encyclopedia of Marketing. 5.

Author Information

  1. 1

    Applied Marketing Science, Inc., Waltham, MA, USA

  2. 2

    University of Utah, Salt Lake City, UT, USA

  3. 3

    Massachusetts Institute of Technology, Cambridge, MA, USA

Publication History

  1. Published Online: 15 DEC 2010
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Figure 1. The lens model of customer choice.

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Figure 2. Importance ratings for movie theater needs.

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Figure 3. Performance ratings for movie theaters.