... to reduce this gap called estimation error. Design/methodology/approach A field experiment was conducted with a corporation's call center. Findings The findings were: the higher the estimation error of callers, the less satisfied they are; music increases estimation error, unless callers can choose...

...David J. Faulds; Stephan F. Gohmann; W. Glynn Mangold Purpose The purpose of this paper is to review issues pertaining to estimating market potential for consumer services which may cause underestimates of market potential and result in inappropriate marketing strategies. Particular attention...