Models of Customer Satisfaction

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  • Topic: Customer satisfaction, Marketing, Noriaki Kano
  • Pages : 14 (4510 words )
  • Download(s) : 508
  • Published : April 16, 2013
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Models of Customer Satisfaction
Adriadne Aaron-Hill
Peru State College
Executive Summary
This paper presents different models of customer satisfaction. Models are needed in customer satisfaction so that when measurements are taken there is a way to analyze the results. Companies who want to compete in their field must understand the purpose of customer satisfaction. The beginning stage of customer satisfaction is distinguishing between the customer and the consumer. A customer is an individual or business that purchases a product or service. A consumer is an individual that actually uses the product or service. Even though research is generally termed customer service satisfaction as the customer is the purchaser, it is important to keep in mind that the customer is not always the consumer. Businesses have found it necessary to analyze the feelings of their customers so that product quality will remain and increase. This paper discussing how each model is beneficial to a company’s growth in customer satisfaction. Different models of customer satisfaction are detailed and will be discussed.

Customer Satisfaction models can be classified as macro-models and micro-models. Macro-models and micro models are a classification under which different types of models reside. Macro-models combine what the customer perceives as value with quality and loyalty. Micro-models study the fundamentals that make up what is considered to be customer satisfaction.

This paper also discusses a specific model used to measure customer satisfaction called the Kano Model. The Kano Model is used in product development. Discussion is continued with the five categories of quality used in the Kano Model.

Quality Function Deployment (QFD) is a technique used to develop a design for what consumers want in terms of quality, product design, and quality assurance. It is also discussed that QFD helps to determine the costs needed to maintain quality and to meet the demands of the customer. QFD analyzes the feasibility of continuing to manufacture products or to continue providing a service. Introduction

With the current conditions in today’s changing and highly competitive market, it is essential to a company’s survival to be adaptive, responsive to changes, proactive, and have the ability to produce high quality products in respects to what the customer demands (Deros, Rahman, Rahman, Ismail, & Said, 2009). Customer satisfaction is essential to growth and strength of business. The expanding needs of customers forces business to take initiative in meeting their demands. The notion of customer satisfaction has gained a generous amount of awareness in recent years. Firms use satisfaction ratings as a gauge of performance for products and or services, which is an ultimate indicator of the company’s growth. Obtaining and ensuring customer satisfaction is vital to operations management. Successful businesses are those who have achieved equality in the area of meeting customer demands.

For every situation, there is a different definition of customer satisfaction. Customer satisfaction will also differ by the product or service (Padilla, 1996). Generally, customer satisfaction is the hope that a product or service meets the needs and demands of the consumer. Consumers have different reasons as to why they choose to buy and use a product or service. The quality of service given to customers and customer satisfaction are important to researchers studying evaluations to increase customer quality (Iacobucci, Ostrom, & Grayson, 1995). It is important when measuring customer satisfaction to take into account that individuals may not use the product the same way and/or for the same reasons. Dissatisfaction is the exact opposite of the satisfaction. Research that places its focus on the dissatisfaction that a customer has regarding a product or service is normally based complaints and negative word-of-mouth communication (Giese &...
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