|OBJECTIVES OF THIS ARTICLE
In this chapter, we want to look at:
· The meaning of customer satisfaction.
· Relationship and differences betweencustomer satisfaction and customer loyalty.
· Relationship between customer satisfaction and brand value.
· How to measure customer satisfaction
· Importance of customer satisfaction.
Customer satisfaction results from a process 0! internal evaluation that actively compares expectations before purchase with perceived performance during and at the conclusion of the purchase experience. We have said earlier that, before customers purchase your product(s), they have some expectations in mind. If these needs are met, then customers will be satisfied.
There is a very wide difference between customer satisfaction and customer loyalty. Customer Satisfaction helps you to measures attitudes. Satisfaction in customer relations measures the attitudes of the customers towards the product. What is satisfactory to one person might not be satisfactory to others. That why we say that it is based on attitude.
A successful customer strategy will try to link these beliefs, inherent in performance, and actions and behaviours associated with likely future purchase and recommendation. To formulate an effective loyalty program. what we are saying here is that a customer-centric enterprise can capitalize on the satisfaction that customers derive from their product to build a reliable loyalty program.
There is a very wide link between customer satisfaction and organizational success. It results from the creation of value for the customer. If customers’ needs are met and the organization is able to add value to there customers, they will be able to remain loyal to the organisation. This will also to employees’ satisfaction and loyalty.
improvements, added features, access, and convenience among others.
Here, we want to look at the reasons why we need to have a well-planned loyalty program and customer satisfaction measurement. You should know that there must be a way of measuring customer loyalty’. You need a survey for example to capture customer satisfaction but this must be supported with proper analysis so that we can interpret the results.
The strategy should also consider the means and methods to improve response rates and generate more meaningful feedback.
Customer satisfaction represents an important feedback mechanism for brands to determine how they have been received and where weaknesses exist among competitors that might be used to hire customers. It will allow you how your product is faring in the market and what you need to do in order to outsmart your competitors.
So far, we have talked about customer satisfaction. We said customer satisfaction is based on two components which are functional or emotional in nature. We also discussed that it is good for you if your customers have an emotional attachment towards your products. Those that have functional attachment will always join your competitors’ Life Cycle if they can meet their needs or performs better than you.
- In your own view, what are the benefits of having a loyal customer base?
- Discuss the components of customer loyalty in relation to a laundry firm.
- You hate lust started a boutique. to you: what use the strategies that you can to create `customer loyalty?
- What is a Brand Promise? How can an organisation create one?