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
