Big banks and cable television providers traditionally receive very low customer service ratings. Many of us simply hate dealing with banks and cable companies. In a recent survey by MSN Money, each...

Big banks and cable television providers traditionally receive very low customer service ratings. Many of us simply hate dealing with banks and cable companies. In a recent survey by MSN Money, each participant was asked to select the one item that matters the most in customer service.11 A random sample of consumers was obtained shortly after the 2014 holiday shopping season, and each was also asked the same question. The results are given in the following table.