Maritz Research Spotlighted in International Journal of Market Research

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“Make or Break” customer satisfaction model featured in latest issue

Maritz Research and the work of Keith Chrzan and Michael Kemery, has been published in the current issue (Vol. 54, No. 2, 2012) of International Journal of Market Research (IJMR) on the topic of the “Make or Break” non-compensatory model of customer satisfaction. The Make or Break approach is designed to capture a range of customer experiences with products and services from the catastrophic to the extremely positive.

Chrzan, chief research officer at Maritz Research, and co-author Kemery, senior research consultant at Maritz Research, write that the Make or Break customer satisfaction model is built on the belief that non-linear, non-compensatory research methods apply to customer satisfaction.

“Maritz Research does R&D to build the science on which our industry rests, so when we find something worth sharing with the industry, we like to publish it in fine venues like IJMR," Chrzan said.

“The research of customer satisfaction hasn’t seen the same level of attention and development as other topics in marketing research,” Kemery added. “The ‘Make or Break’ approach represents an important evolutionary step in understanding the concept of satisfaction.”

The IJMR piece goes on to explore results from 23 studies conducted with the Make or Break model, of which all 23 demonstrated positive results. Several real-world examples are included:

“Take, for example, a traveler’s overnight stay at a hotel. She receives the room she reserved, which has adequate lighting and a spacious work area; she has a vigorous workout in the exercise room and a tasty meal from room service. As she climbs into bed, however, she discovers three dead cockroaches between the neatly folded sheets! Barring a greater than average tolerance for cockroaches, our hotel guest experiences a catastrophic service failure, one that the hotel cannot compensate for by giving her a complimentary breakfast or a coupon for free parking on an unlikely next visit.”

IJMR is published by The Market Research Society, the world's largest international membership organization for professional research practitioners.

About Maritz Research
As one of the world’s largest marketing research firms, Maritz Research helps many of today’s most successful companies improve performance through a deep understanding of their customers, employees and channel partners. Founded in 1973, it offers a range of strategic and tactical solutions concentrating primarily in the automotive, financial services, hospitality, technology, telecommunications, and retail industries. The company has achieved ISO 20252 registration, the international symbol of quality. It is a member of CASRO, ESOMAR, MRA, and is the official sponsor of the American Marketing Association. For more information, visit or contact us at 1-877-4MARITZ.

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*Editor’s Note: Keith Chrzan is available by request for interviews. Please contact Jennifer Larsen at 636-827-1523 or jennifer(dot)larsen(at)maritz(dot)com

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