The two dimensions of customer satisfactionThe customer’s assessment of their satisfaction following a purchase and consumption of a product involves a comparison of two views:What were their EXPECTATIONS of value prior to purchase?What was their perception of the value delivered AFTER purchase?The consumer will engage in a mental comparison and make statements like:I am disappointed […]
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A nice, easy-to-remember customer satisfaction definition is: customer satisfaction is a consumer’s perception of how well an organization has delivered on their communicated value proposition.
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There are a number of limitations of customer satisfaction in terms of relying too heavily on this marketing metric. It is, therefore, important to understand the various limitations in order to utilize the results of CSat research/scores appropriately.Expected versus delivered value is being measuredThe basic premise of customer satisfaction is that it is the customer’s
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Key Benefits of Customer Satisfaction in MarketingCustomer satisfaction is a fundamental concept addressed in all marketing textbooks and many organizations consider it the most important marketing goal, because it should deliver ongoing customer loyalty and resultant enhanced profitability.But there are actually many more benefits of customer satisfaction, as shown and discussed in the following table:Benefits
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