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Service quality vs satisfaction
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The fact that the businesses now days are more towards delighting customers with constancy then only satisfying them has become a widely discussed issue in businesses procedures. In today’s era the businesses are facing completion every minute and due to this the businesses need to deliver a quality product and services to their customers to retain in the competitive market place and to mould the customers with the level of satisfaction. On the other hand, recent studies have shown that only satisfying the customers is not enough to be able to hold them because even satisfied customers sometimes can also be despondent in some companies which shows that delighting the customers is as important as satisfying them which results in the pleased customer.
Many businesses now comprehend the fact that satisfying customers with constancy and loyalty is not sufficient to make customers stick to their product and services but rather delight and please them which is only achievable when the customer is totally satisfied (Blackwell, Miniard, and Engel, 2006).
Service providers consider that the satisfied customers are not the happy customers and cannot be retained for longer period of time. So as to hold them the businesses require to move further than satisfaction to delight because delight is regarded as the sturdy, emotional and positive response to the products and services. Whereas delight is dependent on the emotion of the consumer’s response to the product or services (Oliver, Rust, and Varki, 1997).
Delighted customers are those which are frequently very satisfied customers. The authors went after Roche Diagnostic Systems which changed from product-oriented company to customer-driven company with the credence tha...
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... and services related to its prior expectations whereas he defines that delight is when the customer is not just satisfied with the product or service but when he gets unexpected value and unexpected satisfaction. Delight comes when the customer is pleased and surprised. On the other hand, Verma presumes that delight comes when the consumer is extremely satisfied (Verma, 2003).
As mentioned by Fournier and Mick (1999), and Keiningham, Goddard, Vavra and Iaci (1999), customer retention, customer satisfaction and customer delight are considered as the amount of concentration given to the target customers at the every step of value chain which is called Customer Value Chain Involvement (CVCI). Thus, by achieveing customer loyalty, satisfaction and retention and customer delight businesses can get bigger profit margins and market share (Prahalad and Ramaswamy, 2003).
Without good customer service and keeping your promises, your company would have loyal customers. According to 5 Focusing Steps, “If you’re not yet sold on the idea, consider that a 2 percent increase in customer retention has the same effect as decreasing costs by 10 percent. Not only that, but it costs over six times more to get a new customer than it does to keep one.” Customer satisfaction should be a golden rule of all companies.
Zeithaml, V., Parasuraman, A., & Berry, L. (1990). Delivering quality service: balancing customer perceptions and expectations. New York, New York: Simon and Schuster.
Customer satisfaction is what makes a customer come back again for another experience. The customers know the kind of treatment they are going to receive before they enter the store.
Soman,D & Marand, S (2009). Managing Customer Value: One Stage at a Time.: World Scientific Publishing. p9-14.
Superior customer value: strategies for winning and retaining customers (3rd ed.). Boca Raton, FL: CRC Press.
Close to the Customer: Customer satisfaction is very important throughout all the roles that the business plays. Many companies forget about their customers, whereas successful companies have an obsession with their customers. Excellent product quality and reliability will make a satisfied customer. Great service will keep the customer coming back.
Many scholars believe that customer satisfaction has a crucial role in the success of a business, and is pivotal in increasing the overall profitability of the business (Kotier, 1991). Customer value is gained through the experience they receive from the goods or purchases they have obtained from a certain business. Customer value has various definitions and concepts, Holbrook (1999) stated that it is a kind of “interactive, mutual, and preferred experience”; but simply said, “the term customer value has many meanings.”
Customer satisfaction is a key ingredient to the success of any business.It is the most important factor that creates repeated customers. Some people know it but do not realize its importance. If a customer of yours is satisfied with one of your products or services, chances are this customer will purchase more of your products or services, which will increase your revenue. Therefore, in order to have your new or existing customers buy more from you, you will have to follow techniques that work. Customer satisfaction takes a very important place in Marketing. As much as you think that your marketing strategies should help you generate sales, think about how the same marketing strategies could help you achieve Customer satisfaction. There are a lot of elements involved with Customer satisfaction.
It's very well known that a companies success is not only dependant on the possession of a good product or service, but the key aspect to a successful business is excellent customer service. As the market grows, now more then ever companies are emerging, they are offering very similar types of products and services. Successful customer service can be a way a business becomes original and unique, it can be the key to attracting and maintaining loyal customers. Good customer service can start-up a business while bad customer service can harm a company. An average customer that experiences an issue will complaint to 9-10 people about the problem. A customer that received support to their problem and a potential solution will tell at least five
Over the past few years, the increasing dynamism and competition in the business operating environment has led to a lot of changes in how the companies conduct themselves with respect to its customers. Customers being the focal point of revenue; manufacturers are increasingly taking interest in being focused on customer satisfaction by delivering the products and services on time.
Customer satisfaction measures the expectation of a customer relating to the product and services provided by the retail stores. Satisfied customers tend to be loyal to the organization and make more and more purchase from the same store, which in turn is beneficial for the organization. According to Hoyer and Maclnnis (2001) satisfaction can be compared with the feeling of acceptance, relief, pleasure and
Customer satisfaction is the overriding factor for the successful operation. Sales of the supermarket can grow when it makes its customers satisfied with the goods or services by best policy to fit customers’ requirement. So, it can be told that customer satisfaction is followed by customer revisiting or repurchasing. They can also tell their acquaintances about products or services as good. Customer satisfaction and sales might be linked directly, companies have to check the factors periodically such as quality, schedule, layout, inventory and so on to lift customer satisfaction because even small factors that employees didn’t recognize can affect consumer satisfaction enormously.
Customer service is constantly evolving. A few decades ago, businesses considered customer service an unnecessary expense. Now, companies view it as a competitive advantage in the marketplace. Research reveals that “80% of CEOs believe they deliver a superior customer experience, but only 8% of their customers agree”.
MAKLAN, S. & KLAUS, P. 2011. Customer experience: are we measuring the right things? International Journal of Market Research, 53, 771.
There are many description and theory of customer loyalty. We should research and compare which theory is suitable for our business.