A Paper On Customer Satisfaction
A Paper on Customer Satisfaction
By
Joe Oliver Mae Ryan Lyngdoh
PGDM C (2014-2016)
P14253
Abstract: The paper talks about customer satisfaction of customers on brands and services. It gives a study of what customer satisfaction is, why it is important for a market to grow, and how to achieve it. It also gives a relationship between price and satisfaction and talks about consistency in customer satisfaction lifecycle.
Keywords: Customer, Customer Satisfaction, Product, Services, Brands.
According to a recent definition of “Marketing” adopted by the American Marketing Association (AMA,2004), Marketing is an organizational function and a set of processes for creating, communicating and delivering values to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. These values are related to an economic dimension and the psychological dimension of the said marketing definition. The same dimensions speak about perceived price through transaction values and cognitive and affective influences on brand choice and affective influences. This definition of marketing leads to the importance and critical roles of customer’s perception of corporate images and reputation leading to customer satisfaction as an intermediary to customer loyalty. This is done in relevance with the belief and fact that customers are the primary ‘assets’ of a market and not the product itself. With customers being satisfied, or if customers show a high level of satisfaction then only can the market for the particular product grow. This in turn can lead to customer loyalty and loyalty intention.
What is Customer Satisfaction?
Customer Satisfaction is said to be able to increase product sales and bring about repeat product purchase behaviour. Oliver (1997) defined satisfaction as “the fulfilment response. It is a judgement that a product or service feature, or the product itself, provided or is providing a
By
Joe Oliver Mae Ryan Lyngdoh
PGDM C (2014-2016)
P14253
Abstract: The paper talks about customer satisfaction of customers on brands and services. It gives a study of what customer satisfaction is, why it is important for a market to grow, and how to achieve it. It also gives a relationship between price and satisfaction and talks about consistency in customer satisfaction lifecycle.
Keywords: Customer, Customer Satisfaction, Product, Services, Brands.
According to a recent definition of “Marketing” adopted by the American Marketing Association (AMA,2004), Marketing is an organizational function and a set of processes for creating, communicating and delivering values to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. These values are related to an economic dimension and the psychological dimension of the said marketing definition. The same dimensions speak about perceived price through transaction values and cognitive and affective influences on brand choice and affective influences. This definition of marketing leads to the importance and critical roles of customer’s perception of corporate images and reputation leading to customer satisfaction as an intermediary to customer loyalty. This is done in relevance with the belief and fact that customers are the primary ‘assets’ of a market and not the product itself. With customers being satisfied, or if customers show a high level of satisfaction then only can the market for the particular product grow. This in turn can lead to customer loyalty and loyalty intention.
What is Customer Satisfaction?
Customer Satisfaction is said to be able to increase product sales and bring about repeat product purchase behaviour. Oliver (1997) defined satisfaction as “the fulfilment response. It is a judgement that a product or service feature, or the product itself, provided or is providing a
References: 1. Enhance Plus; “Why is Customer Satisfaction Important?” 2. “The effect of price on return intentions: Do satisfaction and reward programme membership matter?” Breffni M. Noonen and Daniel J. Mount. Received (in revised form): 3rd April, 2007 3. “The Value of value: Further excursions on the meaning of customer value”, Martina G.Gallarza, Irene Gil-Saura, Moris B. Holbrook 4. “Impact of corporate image and corporate reputation on customer loyalty: A review”, Tang Weiwei 5. “The Effect of Brand Image on overall satisfaction and loyalty intention in the context of colour cosmetic” , Stephen L. Sondoh Jr., Maznah Wan Omar, Nabsiah Abdul Wahid, Ishak Ismail and Amran Harun 6. Mckinsey.com, “The Three C’s of Customer Satisfaction” 7. PowerPlanPro.com