G. PETROVA ET AL.
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Open Access ME
sible in combination with the other three possibilities as
neither satisfied nor dissatisfied etc., but we consider
them as relatively indifferent for this study that might not
add new evidences.
6. Conclusion
The customer satisfaction influence on long term OTC
analgesics could be modeled with first-order Markov
chain model. The model allows evaluating the long term
changes in satisfaction, differences between the groups
of customers and long term marketing fluctuations. It
could be useful in companies’ strategic sales manage-
ment.
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