INTRODUCTION TO CUSTOMER SATISFACTION

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“CUSTOMER S D

Mangalore University, in p Bachelor of Busi

KHA

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INTRODUCTION TO CUSTOMER SATISFACTION Whether the buyer is satisfied after purchase depend on the offers performance in relation to the buyer expectation. In general satisfaction is a person's 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 don’t 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 addad benefit. It is often perceived by customers as important as the primary product .or service your organisation offers It looks at what is involved from 3 different angles, the first is from the view of an organisation wishing to understand, and measures, how satisfied its customer are with the products and services they receive from it. The second is from the perspective of a research agency that has been asked to obtain feedback from customers and about their experiences when dealing with companies. Finally it considers the issue from the perspective of consumers who participate in surveys, including both business customers and members of general public

MEANING OF CUSTOMER SATISFICATION Customer satisfaction is a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and part of the four prospective of balanced .score card IN a competitive market place were businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy customer satisfaction drives successful private sector business. High performing businesses have developed principles and strategies for achieving customer satisfaction. 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 neighbourhoods 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 fulfil the ".customer expectation in terms of quality and service, in relation to price paid

IMPORTANCE OF CUSTOMER SATISFACTION IT costs atleast 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 like