Would you:
— Buy a pair of shoes based only on price?
— Buy a book based only on price?
— Decide on concert tickets based only on price?
— Choose a restaurant based only on price?
— Plan a vacation based only on price?
Why would anyone choose a photographer based only on price?
A 2013 study by J.D. Power looked at customer satisfaction with North American car rental companies. A key finding was that customers who chose a car rental company based on lowest price were the least satisfied.
This parallels a similar 2013 North American hotel study which found that consumers who chose a hotel based on lowest price were also the least satisfied.
Would any customer be satisfied with the lowest-priced photographer?
Choosing Less Satisfaction
