UNIT - II
Satisfaction
1. The fulfillment or gratification of a desire and need.
2. Pleasure or contentment derived from such gratification.
3. A source or means of gratification.
4. Satisfaction is feeling that emanates from fulfillment of
needs and wants.
5. Satisfaction is evaluated based on what is received against
what was expected.
Customer Satisfaction
Customer satisfaction is a measurement of how pleased
customers are with a particular product or service. Satisfied
customers are likely to make repeat purchases and often refer
others.
How to Increase Customer Satisfaction in 3 Steps
1. Justify the Sale with Social Proof
When most sales are made, chances are that the buyer will have
to justify the purchase to another person – a boss, spouse, or
anyone that may pass judgment. To make this go smoothly, you
should arm each one of your customers with testimonials from
other people and companies.
2. Surprise Customers with a Bonus
When people spend money on a product, the last thing you want them
to think is “was this worth it?” To combat this, you should surprise each
one of your customers with a little bonus.
3. Offer Free Product Training and Support
This is a clear, business-winning decision. Nothing decreases customer
satisfaction more than being confused with how to make a product
work. And free product training and support will be how you alleviate
this customer frustration.
Components of Customer Satisfaction
•For better understanding of customer satisfaction
components need to be discussed as ultimately
satisfaction is dependent on large number of factors.
Customers are satisfied whenever they consistently receive:
1. A perfect product
2. Delivered by a caring, friendly person in a timely fashion
3. The support of an effective problem resolution process.
•Brodeur Berry defined some Quality Values and Quality
Characteristics.
QUALITY VALUE QUALITY CHARACTERISTICS
Quality Best Services and high quality
reputation of suppliers.
Front line Service Behaviors Courtesy, friendliness, attentiveness
and keenness.
Timeliness Error free processing.
Efficiency On time delivery.
Inter-departmental Teamwork Professional appearance..
Customer satisfaction Model: (Teboul Model)
Customer satisfaction Model: (Teboul Model)
Company offer Customer needs (product or
service) Customer satisfaction Needs not
fulfilled Total satisfaction is achieved when
offer matches the need i.e. circle is
superimposed on the square
Rationale of Customer Satisfaction
Application of the concept of customer satisfaction
provides numerous benefits to the organizations.
These benefits are as follows:
–Customer Satisfaction building loyalty.
–Customer Satisfaction helping in customer retention.
–Customer Satisfaction strengthening customer’s
repurchase intention.
–Customer Satisfaction leading to superior business
performance .
Measuring Customer Satisfaction
Customer satisfaction measurement provides an
indication of how successful organization is at
providing goods and or/services to the market place.
Customer satisfaction is key factor in determining
the success of organization in customer satisfaction .
Need of Measuring Customer Satisfaction
As satisfied customer is base of optimal performance and
financial returns.
Customers are viewed as a group whose satisfaction with
the enterprise must be incorporated in strategic planning
efforts.
Forward looking companies are finding values in directly
measuring and tracking customer satisfaction as an
important strategic success indicator.
Measurement of Customer Satisfaction
There are number of scales and models are used in
evaluating customer satisfaction . Few are listed
below.
CUSTOMER SATISFACTION INDEX [CSI]
AMERICAN CUSTOMER SATISFACTION INDEX
[ACSI]
THE COMMON MEASUREMENT TOOLS [CMT]
KANO MODEL
Customer Satisfaction and Marketing Program
Evaluation
Why would a marketing publication, namely Marketing News, devote a
special section entirely to customer satisfaction?
A better question might be, why spend thousands or millions of dollars
in creating a product or concept and then spend thousands or millions
of dollars in advertising to drive people to the product or service, if you
don’t know what you are doing to the customer when they finally do
come into your business?
People spend money when and where they feel good.
Companies use to monitor all aspects of in-store marketing, from long-
term programs to new product rollouts.
You can create the most brilliant campaign, but if it is not
executed properly or at all, it won’t get the desired results.
Sometimes marketing departments get disappointing first-
month results and realize more communication and
training is in order to make the campaign work.
Measuring and monitoring performance and delivery of
product and service is not a new concept; people have a
tendency to do more of what you inspect rather than what
you expect.
In today’s competitive business environment, front-line
understanding of the steps and details of delivery of a
product or promotion is more critical than ever
