he chain a "great deal," and (b) the highest proportion among the three top burger chains of customers who "don't like" the chain.
PROBLEM IDENTIFICATION AND DIAGNOSIS
Each of the troublesome issues cited in the preceding section involve, to some extent, elements of consumer behavior specifically, consumer satisfaction. Consumer satisfaction is (or should be) the goal of all marketing organizations.2
2D. Loudon, and A. J. Della Bitta, Consumer Behavior (Homewood, Illinois: Richard D. Irwin, Inc., 1984), 212.
Consumer satisfaction is, in many ways, a personal concept, which is based on personal perceptions. In this context, the task of the marketing organization is to "track
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