Marshall Field? Harry Gordon Selfridge? John Wanamaker? César Ritz? Anonymous?

Question for Quote Investigator: There is a famous customer service slogan that has been highlighted by several business people. Here are two versions:
The customer is always right.
The customer is never wrong.
Do you know who created this motto?
Reply from Quote Investigator: The earliest close match known to QI appeared in an article about the retailer Marshall Field of Chicago which was published in “The Boston Sunday Herald”1 and “The Boston Globe”2 in September 1905. The original text used the spelling “employe” instead of “employee”. Boldface has been added to excerpts:
Every employe, from cash boy up, is taught absolute respect for and compliance with the business principles which Mr. Field practices. Broadly speaking, Mr. Field adheres to the theory that “the customer is always right.” He must be a very untrustworthy trader to whom this concession is not granted.
Based on current knowledge QI would tentatively ascribe the adage to Marshall Field. He was definitely central to its early popularization, but it was not certain whether he coined the expression. He may have heard it from another retailer or even an angry customer, and he decided to adopt it.
Here are additional selected citations in chronological order.
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