Customer Satisfaction...

Customer Satisfaction  Customer is defined as one who receives the product or service which is provided by the organization and which has value. Customer satisfaction is a term which is frequently used in marketing. The term is the measure of the degree to which a product or service provided by the organization meets or exceeds the expectations of the customer. Customer satisfaction is defined as ‘the number of customers, or percentage of total customers, whose reported experience with the organization, its products, or its services (ratings) exceeds specified satisfaction goals’. Customer expectations are continuously increasing. Brand loyalty is a thing of the past. Customer seeks out products and organizations that are best able to satisfy his requirements. A product does not need to be rated highest by the customer on all dimensions, only on those he thinks are important. The customer is always right. The job of the organization is to provide the customer what he wants and when he wants it. Customer satisfaction is the perception of the customers that the organization has met or exceeded their expectations. Customer satisfaction is important since it provides the management of the organization with a metric that can be used to manage and improve the operations and the functioning of the organization. It is also essential for the organization so that it can achieve success in today’s competitive market place. An organization cannot create customer satisfaction just by meeting customer’s requirements fully because these are to be met in any case. However falling short is certain to create dissatisfaction of the customers. Customer satisfaction is seen as a key performance indicator within an organization and is often part of a balanced score card. Low levels of customer satisfaction adversely affect the sales and profitability of the organization. In a competitive marketplace where organizations...