Marketing And Customer Satisfaction

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Kotler and Keller (2016) stated that successful marketing corporations consider the customers to be of utmost importance. Furthermore, customer satisfaction, otherwise known as, “a person’s feelings of pleasure or disappointment that result from comparing a product or service’s perceived performance to expectations” (Kotler & Keller, 2016, p. 73) constitutes a driving force in creating customer loyalty and relationships. Moreover, Kotler and Keller (2016) concluded that brand loyalty affects the customer’s perception of the product to be more favorable. In addition, firms must monitor customer satisfaction rather carefully since
A highly satisfied customer generally stays loyal longer, buys more as the company introduces new and upgraded
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Also, the quality of the product, as well as the quality of the service, are key factors in determining customer satisfaction. The proper training of staff that is knowledgeable of the product, as well as attentive to the customer aids in customer satisfaction (Kotler & Keller, 2016). Notably, Kotler and Keller (2016) stated that “The more engaged with the company, the more likely a customer is to stick around” (p. …show more content…
Along with using customer feedback to listen to the needs and wants of the customer, being an advocate of the customer is essential (Kotler & Keller, 2016). Specifically, a customer advocate attempts to understand the customer’s point of view and take their side as much as possible (Kotler & Keller, 2016). Also, corporations have created frequency programs that “are designed to reward customers who buy frequently and in substantial amounts” (Kotler & Keller, 2016, p. 85). For example, businesses may offer club cards that reduce prices of products or accumulate points for future purchases that aid in customer loyalty (Kotler & Keller, 2016). Also, corporations offer club memberships that promote customer loyalty (Kotler & Keller, 2016). Furthermore, “limited membership is a more powerful long-term loyalty builder” (Kotler & Keller, 2016, p. 85), which eliminates individuals who are not serious investors in the company. Kotler and Keller (2016) stated that customer touch points, otherwise known as, “any occasion when a customer encounters the brand and product-from actual experience to personal or mass communications to casual observations” (p. 88) are essential in establishing loyal customers. Also, businesses are choosing to give customers a chance to engage in the product through customer empowerment, such as Doritos holding a contest for

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