Customer Delight

Only available on StudyMode
  • Download(s) : 466
  • Published : August 26, 2010
Open Document
Text Preview
A Term paper on
CUSTOMER SATISFACTION AND BEYOND

Subject: Sales management

Submitted to: Mr. Raghunathan

Submitted By:
Group: 13
Praveen Kumar Jha (09234)
Ravi Teja Reddy. S (0409020)
Ramya. K (09238)
Shwetha Reddy. T (0409018)
Krishna Sumanth .C (0409004)

Executive summary:
Business industry today is complex. There are big competitions in every business. That is why many research and study are being conduct for their continuous growth. Customer’s loyalty is one factor that can help to many organizations. If they gain their trust, that will be mean a long relationship with them. They can also ask for a referral to their friends, families and business associates. Thus, the customer’s loyalty is one of the important tool or way for the company’s brand awareness and it is the cheapest way. For big companies are expending much money for brand awareness, excellent customer’s service that will lead to their loyalty is a big factor for their business.

Objective of study:
* To understand the effect of customer satisfaction on sales generated by the organization. * To understand the difference between customer satisfaction and customer delight. * To understand the effect of dissatisfied customer in HCL Infosystems Ltd Hyderabad.

Contents
Introduction:4
Customer Satisfaction:4
Factors effecting customer satisfaction:5
Effect of Customer Satisfaction on Customer Loyalty and Retention:6
Customer Delight:8
Difference between Customer Satisfaction and Customer Delight:8
Why Delighting Customer?8
How to keep customer delight?9
Importance of customer delight:9
Customer delight curve:9
Beneficial for the management:10
Beneficial for the company:10
Customer Loyalty:10
Loyalty Attitudes:11
Value of Greater Customer Loyalty:11
Moving Customers beyond Customer Satisfaction to Loyalty:12
Overcoming Common Selling Problems & Key Points To Get The Customers Satisfied:13
Case study: HCL Infosystems ltd Hyderabad15
Conclusion:18
Bibliography:19

Introduction:
To be successful, organizations must look into the needs and wants of their customers. That is the reason why many researchers and academicians have continuously emphasized on the importance of customer satisfaction, loyalty and retention. Customer satisfaction is important because many researches have shown that customer satisfaction has a positive effect on an organization’s profitability. Due to this, the consequences of customer satisfaction and dissatisfaction must be considered. There is also a positive connection between customer satisfaction, loyalty and retention. Therefore, customer satisfaction and loyalty are all very important for an organization to be successful. Survival of organizations, moreover, is highly dependent on customer satisfaction and customer loyalty. Customer satisfaction, for instance, is considered as a necessary condition for customer retention, and assists in realizing economic goals like sales turnover and profit revenue. Customer satisfaction is defined as “the customer’s response to the evaluation of the perceived discrepancy between prior expectations and the actual performance of the product/service as perceived after its consumption”. Likewise, customer loyalty is considered by many organizations as key to long term profitability. It is defined as “a deeply held commitment to re-buy or re-patronize a preferred product/service consistently in the future. This leads to “repetitive same-brand or same brand-set purchasing despite situational influences and marketing efforts having the potential to cause switching behavior”. Once brand loyalty is established, customers will not only continue to buy the products and services in the future but also recommend to family and friends, and choose the product over competitors. Customer Satisfaction:

Many researchers have looked into the importance of customer satisfaction. Kotler (2000) defined satisfaction as: “a...
tracking img