Customer Satisfaction Case Study

4429 Words 18 Pages
CHAPTER 1
Problem and It’s Background

Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and is part of the four perspectives of a Balanced Scorecard. In a competitive market place where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy.
Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service. The state of satisfaction depends on a number of both psychological
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In this manner, many industries are trying to identify ways on how to promote or to enhance client relationship. The customer-company relationship is based on the continuum where “always-a-share” and “lost-for-good” relationships occupy the two extremes of the continuum. In an “always-a-share” relationship, the probability of the customer will purchase again to the same company is extremely low when the customer decides to terminate the used of a product due to product defects or problems. With these problems of the business are being effected negatively. In order to solve the issue different methods and approach scan be used to ensure good client relation. Hence this part of the study will provide relevant literatures focusing on the ways on how to improve client relations. Customer satisfaction has been widely discussed from the view of many researchers and organizations who increasingly desire to measure it. A group of researchers of the Center for the Study of Social Policy (2007) conceptualize that satisfaction is based on the customer’s experience of both contact with the …show more content…
Customer loyalty is about establishing and maintaining with your customer (chow and holgen, 1997) A key for this mutually beneficial relationship is the awareness of the customer preference or the present or potential needs and wants of the customer about any aspect of the business wether it is product or services because of the customer Turnover which will lead to decreased profits, Loyal customer can be easier to convince to try new products or services, charge higher prices and use as willing referral.
According to Cohen and Moore, CRM is concentrated on the use of information technology so as to aid the organization to respond in the time and appropriately to their customers concerns. Customer relationship management is a business strategy and process issue that involves several other strategy than the application of technology, The approach of CRM covers all business processes that that an organization employs so as to determine , select , obtain, enhance and retain, its customers,. CRM regarded as the integration f the business processes, technological solutions and advance analysis, which enables companies to understand clients from a multifaceted perspective through

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