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articles:customer_satisfaction_a_fallacy [2022/05/09 09:42] – [How meaningful are customer satisfaction levels?] rrandallarticles:customer_satisfaction_a_fallacy [2023/04/28 10:50] (current) – [How meaningful are customer satisfaction levels?] rrandall
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 Unfortunately, this isn't a new phenomenon. Far too many new gun owners have had their choice in firearms unduly influenced by movies, TV shows, and video games. Just because some actor/actress looked "cool" wielding a particular gun DOESN'T mean that it will fit your needs. A perfect example of this was the 1971 movie "Dirty Harry", where San Francisco Detective Harry Callahan, portrayed by Clint Eastwood, carried a Smith & Wesson Model 29 chambered in .44 Magnum. According to a 2008 20th Century Fox poll, the Smith & Wesson Model 29 was the second most recognized weapon on film - behind the lightsaber from Star Wars! And sales of the Smith & Wesson Model 29 skyrocketed for over 25 years. Yet, many people who bought the revolver rarely, if ever, fired it - because it was big, heavy, and had a tremendous recoil. Ultimately, it became more of a conversation piece conveying status rather than a tool for self-defense. Unfortunately, this isn't a new phenomenon. Far too many new gun owners have had their choice in firearms unduly influenced by movies, TV shows, and video games. Just because some actor/actress looked "cool" wielding a particular gun DOESN'T mean that it will fit your needs. A perfect example of this was the 1971 movie "Dirty Harry", where San Francisco Detective Harry Callahan, portrayed by Clint Eastwood, carried a Smith & Wesson Model 29 chambered in .44 Magnum. According to a 2008 20th Century Fox poll, the Smith & Wesson Model 29 was the second most recognized weapon on film - behind the lightsaber from Star Wars! And sales of the Smith & Wesson Model 29 skyrocketed for over 25 years. Yet, many people who bought the revolver rarely, if ever, fired it - because it was big, heavy, and had a tremendous recoil. Ultimately, it became more of a conversation piece conveying status rather than a tool for self-defense.
  
-More recently, choosing a handgun because some CGI characters in "Call of Duty" made them look "cool", doesn't mean that handgun will magically make you "cool"... or perform the same way it did in the game. And no. It's not "virtual reality"... it's a game designed to help people escape from reality.+More recently, choosing a handgun because some CGI characters in a video game made them look "cool" (e.g., "[[https://www.callofduty.com/|Call of Duty]]"), doesn't mean that handgun will magically make you "cool"... or perform the same way it did in the game. And no. It's not "virtual reality"... it's a game designed to help people //escape// from reality.
  
 When purchasing a handgun, do you want a movie prop... or a personal defense weapon? Is your priority that a handgun "look cool"... or that it is one that you can actually handle? When purchasing a handgun, do you want a movie prop... or a personal defense weapon? Is your priority that a handgun "look cool"... or that it is one that you can actually handle?
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 The level of initial customer satisfaction in these transactions is often extremely high. The customer “felt” like they were given expert advice and quickly received their firearm. The problem is that “customer satisfaction” is emotion-driven. Did the customer get what they “thought” they wanted? Yes. But was it what they really needed? Usually… not. Upon that customer taking a firearms training class, their view may change. Many come to realize how they were manipulated into purchasing a completely over-priced or even unsuitable firearm. The level of initial customer satisfaction in these transactions is often extremely high. The customer “felt” like they were given expert advice and quickly received their firearm. The problem is that “customer satisfaction” is emotion-driven. Did the customer get what they “thought” they wanted? Yes. But was it what they really needed? Usually… not. Upon that customer taking a firearms training class, their view may change. Many come to realize how they were manipulated into purchasing a completely over-priced or even unsuitable firearm.
  
-<WRAP center round info 60%> +<WRAP center round info 80%> 
-According to one popular gun store owner, in 2020, the most popular handgun brand sold was a [[https://us.glock.com/en|Glock]]. The most returned handgun was... a Glock. When questioned about the return, customers stated that the Glock brand had been recommended by a friend who owned one. And the reason for the return was that the customer didn't realize that the gun didn't have a "Safety". \\ +According to one popular gun store owner, in 2020 the most popular handgun brand sold was [[https://us.glock.com/en|Glock]]. The most returned handgun was... a Glock. When questioned about the return, customers stated that the Glock brand had been recommended by a friend who owned one. And the reason for the return was that the customer didn't realize that the gun didn't have a "Safety". \\ 
  \\   \\ 
-Experienced gun owners understand that in a defensive situation, the defender is always at a disadvantage by being forced into a reactive mode. And that survival may depend upon both decisions and actions that must be made within milliseconds. In order to reduce a few milliseconds from their reaction time, a defensive firearm owner will often opt for a handgun without a "Safety". +Experienced gun owners understand that in a defensive situation, the defender is always at a disadvantage by being forced into a reactive mode. And that survival may depend upon both decisions and actions that must be made within milliseconds. In order to reduce a few milliseconds from their reaction time, a defensive firearm owner will often opt for a handgun without a "Safety". The "key" word here is "experienced". 
 </WRAP> </WRAP>
  
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 Do you ever tell your friends that something you purchased is "Great" - because you're too embarrassed to admit that you made a poor choice? Do you ever tell your friends that something you purchased is "Great" - because you're too embarrassed to admit that you made a poor choice?
  
-Perhaps the most dangerous of all... have you ever realized that you had slipped into denial after convincing yourself that something substandard was "excellent"? This most often occurs when a substandard product is promoted as being "exclusive" and only purchased by the most discerning of customers (indicating a high social status)... and sold at an inflated cost.+Perhaps the most dangerous of all... have you ever realized that you had slipped into denial after convincing yourself that something substandard was "excellent"? This most often occurs when a substandard product is promoted as being "exclusive" and only purchased by the most discerning of customers (indicating a high social status)... and sold at an inflated price.
  
 The vast majority of customer surveys will not differentiate how the above influences distort the data in customer surveys. The vast majority of customer surveys will not differentiate how the above influences distort the data in customer surveys.