Relationship Between Marketing And Customer Satisfaction

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In 21st century, modern technology is developed fast and fast. Increasingly numbers of using technology in the workplace nowadays. Using of modern technology in the service in order to help customer becomes popular in the marketing. Also, managing technologies for providing high-quality customer supports creates a complex challenge (Froehle, 2006). To understand how to use the technology properly in the service for the sake of improving customers’ satisfaction is one of the issue of lots of companies that they are facing now. It is an important study to consider the relationship between using modern technology as a tool of service in marketing and customers’ satisfaction. The purpose of this essay is an investigation on how using tablets in …show more content…
Heskett、Jones、Lovemen、Sssser and Schlesinger(1994) bring the idea about profits of enterprise depends on customers’ loyalty, and customers’ loyalty is affected by customers’ satisfaction (as cited in Gu, Qiu and Yang, 2004). In order to make more benefits, customers’ satisfaction becomes a large part in the marketing.
Service is always considered as a crucial impact of customer satisfaction in the marketing. According to (Lv, 2008), service is the main factor in the marketing. It directly affects customers’ actions and satisfaction. He suggests that service is an intangible production, it is supposed to sell to the customers. Customers purchase a good service, and feel satisfied. Therefore, a good service can include lots of things, such as attitudes and actions (Lv, 2008). He states that customers’ satisfaction depends on the service. Once, service can not be well provided, customers will leave (Lv, 2008). According to Zeithaml & Bitner (2000), customers’ satisfaction is a wide range (as cited in Gu, Qiu and Yang, 2004). It can be affected by quality of service, quality of goods, price, personal emotion and so on. But service could be the most important one among those facts. Chen, Hu, Huang and Lin (2007) point out service will
…show more content…
In Mattila and O’Neills’ (2004) point, customers’ satisfaction can be affected by price and service in the different situation. When customers use price as a quality cue at higher or lower levels of the price range. Once price changes into the intermediate level, predictive expectation drives their satisfaction. It can also be described as that at higher or lower price levels, customers will be influenced by price. Because when customers pay higher or lower price, the quality of service is supposed to be high or low. If the actual service is close to expectation, customers are easily feel satisfied. Conversely, when the price goes into intermediate level, the utility of price information is reduced. Expectation will influence customers’ satisfaction. As a result, customers are likely focus on the quality of service (Mattila and O’Neills, 2004). Taken together, there are two assumptions can be made. When price is in the intermediate level, price will not be the main factor of impacting on customers’ satisfaction. Service substitutes for price information. When price is in the higher of lower level, price will be the significant predictor of customers’ satisfaction (Mattila and O’Neills, 2004). Their opinions agree about that customers’ satisfaction is impacted by service, however it is under the certain circumstance. Once the conditions change, the service would be

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