Prepared by a marketing lecturer, designed for university-level students
The customer’s assessment of their satisfaction following a purchase and consumption of a product involves a comparison of two views:
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.
The key points to note about this definition are:
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.
Customer 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.… Read more...