Testing the under-promising and over-delivering strategy: Bliss for the customer or strategic blunder?

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

If customers patronize a firm expecting more, then overdelivering on the service promise results in a significant benefit. However, for those customers whose mental expectation threshold is exceeded, keeping promises is as effective as exceeding promises.

Originality/value

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2018), "Testing the under-promising and over-delivering strategy: Bliss for the customer or strategic blunder?", Strategic Direction, Vol. 34 No. 2, pp. 16-17. https://doi.org/10.1108/SD-11-2017-0164