Customer Satisfaction

Topics: Marketing, Customer, Customer service Pages: 4 (932 words) Published: April 8, 2013
CUSTOMER SATISFACTION

1.0 INTRODUCTION

Customer satisfaction is a term that normally used in manufacturing, business and marketing industries. This measurement benchmark is important for recognizing the potentiality of product or services demand in meeting the customer expectation and requirement. As the economy is now gearing towards globalization, remain competitive in product quality, reliability, creativity, innovative, competitive price and excellent customer service is vital in order for the organization to be able to compete with worldwide competitors. These are the main contribution factors which will ensure Total Customer Satisfaction achievement.

Customer satisfaction is the key factor determine how successful the organization will be in customer relationship, therefore it is very important. Total Quality Management (TQM) is a management approach to long-term success through customer satisfaction. In TQM effort, all members of an organization participate in improving processes, product and services. The achievement of the true customer satisfaction involves; customer oriented culture, an organization that centers on the customer, employee empowerment, process ownership, team building and partnering with customer and supplier.

Six Sigma is also another methodology for pursuing customer satisfaction through continuous quality improvement and reducing inherent variability in manufacturing industries. It requires a through process and product understanding and is clearly focused on customer driven expectation. Six Sigma is a major player in both manufacturing and service industries throughout the world. As a methodology, it is used to evaluate the capability of the process to perform defect-free where a defect is defined as anything that result in customer satisfaction. It been widely implemented in USA manufacturing companies and proven to be powerful methodology in achieving customer satisfaction.

2.0...

References: [1] Hansemark, O.C. & Albinson,M, (2004), Customer Satisfaction and Retension; The Experiences of Individual Employees, Managing Service Quality, 14 (1), pp 40-57
[2] Liu, Chang-Yung, (2000), Customer Satisfaction in the Service Sector, Tokyo, Asian Productivity Organization.
[3] Oliver, R, L, (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decision. Journal of Marketing Research, Vol XVII, November.
[4] Kotler, P, 2000, Marketing Management, New Jersey, Prentice-Hall
[5] Yi,Y. (1990). A Critical Review of Consumer Satisfaction. Review of Marketing (1990), American Marketing Association, Chicago, IL.
[6] Hokanson, S, January 2, (1995), The Deeper You Analyse, The More You Satisfy Customer, Marketing News,pp 16.
[7] La Barbera, P.A. & Marzurky, D, (1983), A Longitudinal Assessment of Consumer Satisfaction, Journal of Marketing Research, Vol 20, November, pp 393-404.
[8] Hoyer, W.D. & Macinnis, D, J, (2001), Consumer Behaviour, 2nd edition, Boston Houghton Mifflin Company.
[9] Kandampully, J. & Duddy R, (1999), Competitive Advantage Through Anticipation, Innovation and Relationships, Management Decision, 37(1), pp 51-56.
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