Abstract

This paper is a response to "The Customer Is Not Always Right" published in the November, 1994 issue of this Journal (Sorell, 1994). The authors argue that "The Customer Is Not Always Right" ignores significant contributions from the literature of business and economics. This comment refutes Sorell's arguments on a case by case basis showing why in each situation the customer is, in reality, right or the situation is not a question of the customer being right or wrong. Existing knowledge from economics and marketing is shown to provide richer, more parsimonious explanations and answers to the problems and dilemmas posed by Sorell.