Calibrating managerial knowledge of customer feedback measures: a conceptual model

Theory and research into the decision-making process have brought to light a wealth of concepts and strategies intended to improve marketing management. This article applies the concept of knowledge calibration, which describes the correspondence between knowledge accuracy and the confidence with which knowledge is held, to the domain of marketing management. Specifically, we apply the concept of knowledge calibration to marketing management’s use of customer feedback information on satisfaction and service quality. After reviewing the appropriate literature, we present a model showing the antecedents and consequences of the calibration of knowledge of customer feedback information along with propositions intended to improve the use of customer feedback and to guide further research. We also discuss the merits and demerits of calibration as well as appropriate actions in different contexts.