Victory of any business rests on consumers who are willing to accept and pay for the products. The firms must be aware of what must be monitored continuously for assured success
According to Phillip Kotler “Satisfaction is a feeling of pleasure (or) disappointment resulting from comparing through perceived performance in relation to his her exception”.
Since customer satisfaction is an important goal of any marketing program it is necessary to establish factors which help satisfy the customers.
* Quality * Fair price * Economic & Efficient * Efficient delivery * Serious consideration After sales service
Meaning of customer Satisfaction
“He is not dependent o n us, we are depended on him. He is not an interruption of it. He is not an outsider on our business; he is a part of it. We are not doing him a favour by serving him; he is doing us a favour by giving us an opportunity to do so.
In general sense, the most important reason for studying consumer behaviour is the significant role it plays in our lives much if our time is spent directly in the market place, shopping or engaging in other activities. Customers have to play a major role in protecting themselves from the clutches of the business men. Customers are governed more by attitudes and sentiments than by the impulse of the moment.
The customer will experience some level of satisfaction or dissatisfaction after purchasing the product. The marketer’s job does not end when the product is bought continues into the post purchase period.
A buyer is satisfied of dissatisfied with a purchase when is a relationship between the consumer’s expectation and product perceived performance. If the product matches customer expectations, the customer is satisfied. If it falls short, the customer is dissatisfied.
Today’s competitive market where customers have a choice of what, from whom & where to buy, if has become necessary to provide quality