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.
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