Customer expectations Wow

Consumers expect brand deliverable each and every time at the point of sale (Calciu, & Salerno, 2002). When we open Doritos we expect a certain taste, the same thing happens each time we open a Coke, Pepsi or Budweiser. Beyond the common expectations of the brand involving its responsibility to be consistent and reliable is opportunity to for the business to exceed the customers expectation. Companies create a Wow through consistency and reliability factors by adjusting its marketing mix, upgrading packaging designs, supply chain and delivery of products, and its people customer services. When the brand does not meet the consumer expectations consistently it loses that Wow factor. Reference Calciu, M. & Salerno, F. (2002). Customer value modeling: Synthesis and extension proposals. Journal of Targeting, Measurement & Analysis for Marketing, 11(2), 124.