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Course Title: INTRODUCTION TO MARKETING Course Code & No.: MKTG 201 Faculty Member: Mrs. ATIYA PARVEEN
Table of contents
1. Executive summery 2. Introduction to the topic 3. Research Methodology 4. Finding and Analysis 5. Conclusion 6. References
Executive summary
This work is based on four general characteristics of customer satisfaction involving features or qualities related to customer satisfaction serving to identify this phenomenon. Customer satisfaction is a highly variable personal assessment that is greatly influenced by individual expectations based on his/her own information, expectations, direct contact and interaction, and circumstances (time, location and environment). Customer satisfaction involves the sum of personal (product and service) experiences driven by its antecedents. Customer satisfaction is most often related to purchase, loyalty and retention behavior with a effect on an organizations profitability. Customer satisfaction characterizes itself by a high degree of word-of-mouth where satisfied customers are most likely to share their experiences with other people to the order of perhaps five or six people. Equally well, dissatisfied customers are more likely to tell another ten people of their unfortunate experience. This report is a comprehensive analysis of annual study on customer satisfaction. The report highlights specific innovation in the product, solving problems, solutions, and implementation factors that drive success and satisfaction in four broad satisfaction areas. The executive summary contains an overview of key findings from the full report
CUSTOMER SATISFACTION
Whether the buyer is satisfied after purchase depends on the offers performance in relation to the buyer expectation. In general satisfaction are a persons feelings of pleasure or disappointment resulting from comparing a products perceived performance relation to his/her expectations. If the performance falls short of expectation, the customer is dissatisfied. If the performance matches the expectation customer is satisfied. If the performance exceeds the expectation the customer is highly satisfied. Customer satisfaction cannot be very difficult. After all you either satisfied with the services you receive or you are not. If you dont you are not. If it is that easy, then obtaining people's opinion about how satisfied they are with relatively straight forward matter- or is it? Customer satisfaction is a marketing tool and a definite value added benefit. It is often perceived by customers as important as the primary product or service your organization offers
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This paper presents a framework or set of ideas for using customer satisfaction principles and strategies to improve the quality responsiveness, and possibility of public sector privately provided services in vulnerable communities. The framework suggested that resident who live in tough neighborhoods can be supported through customer satisfaction strategies to become empowered individuals who informed perspectives influence decisions about what, how, when, and where services are available to them. Customer satisfaction is the customers response to the evaluation of the perceived discrepancy between prior expectation and the actual performance of the product as perceived after its consumption. DEFINITION Codotte, Woodruff and Jenkins (1987) define customer satisfaction as "conceptualized as a feeling developed from an evaluation of the experience." HERE, the timing of satisfaction response is driving consumption. BUT there is general agreement with kotler (2003) that "customer satisfaction is a person's feeling of pleasure or disappointment resulting from comparing a products perceived performance in relation to his or her expectation."
In short customer satisfaction is "The provision of goods or services which fulfill the customer expectation in terms of quality and service, in relation to price paid."
IT costs at least 7 times more to source a new customer than it does to retain existing one A 'satisfied' customer tells 5-7 people in a year whilst a 'dissatisfied' customer will tell 14-15 people. Companies can boost profits anywhere from 25% to 125% by retaining a mere 5% more of their exciting customers. Totally satisfied customers were 6 times more likely to use that services and commend it than ' satisfied' customers. Customers who have a bad experience with you and do not complain are only 37% likely to still do business with you. Customers who have an opportunity to complain and the complaint is achieved are 95% likely to still do business with you.
Service quality Reliability Quality of service of the staff Reliability of service Knowledge of the staff Being kept informed of progress The way service kept its promises The way the service handled any problem Friendliness of staff How sympathetic staff were to your needs Speed of enquiries Number of time had to contact the service.
Sample size: To determine a numerical figure i.e. the study is be done by collecting data from a sample size of 50 customers. Sampling method: The study is to be carried out on random sampling method Sources of data collection method: The study is done by collecting primary data as well as secondary data. A primary data: It is to be collected by supplying questionnaire to the customers. B. secondary data: Can be collected from various other sources such as websites, books related to customer satisfaction and officials of the different outlets. Limitations of the study Confinement of the study only to the customers of a particular area / city. The study is limited only to 50 customers only. The conclusion arrive at are limited to the data that was available was amongst the limited random sampled customers
CONCLUSIONS
Customers needs are always changing and to meet the same is really tough. Hence the Corporate bodied should constantly innovate its design to improve the customer satisfaction. And try and build up brand loyalty with its customers. The bottom-line of Customer satisfaction is a practiced art that takes time and effort to master. All we need to do to achieve this is to stop and switch roles with the customer. What would you want from your business if you were the client in terms of the following? Value-price relationship Product quality Product benefits Product features Product design Product reliability and consistency Range of products or services offered by your company Courtesy Communication Ease or convenience of acquisition (either buying the product or using the service) Company reputation Company competence How would you want to be treated? Fulfill customers expectations and treat the customers like your friends and theyll always come back.
REFERENCES: Books: Research Methodology Kothari The Loyalty Guide report series - Peter Clark Marketing Management 12 e Philip Kotler Websites: www.google.com www.wikipedia.com www.dhl.com www.scribd.com http://www.van-haaften.nl/index.php? option=com_content&view=article&id=135:conclusion&catid=54 &Itemid=53