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Whether the buyer is satisfied after purchase depend on the offers performance inrelation 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 expectationcustomer is satisfied. If the performance exceeds the expectation the customer ishighly satisfied.Customer satisfaction cannot be very difficult. After all you either satisfied with theservices you receive or you are not. If you dont you are not. If it is that easy, thenobtaining people's opinion about how satisfied they are with relatively straightforward matter- or is it?. Customer satisfaction is a marketing tool and a definite valueaddad benefit. It is often perceived by customers as important as the primary productor service your organisation offers.It looks at what is involved from 3 different angles, the first is from the view of anorganisation wishing to understand, and measures, how satisfied its customer are withthe products and services they receive from it. The second is from the perspective of aresearch agency that has been asked to obtain feedback from customers and abouttheir experiences when dealing with companies. Finally it considers the issue from the perspective of consumers who participate in surveys, including both businesscustomers and members of general public

MEANING OF CUSTOMER SATISFICATION:Customer satisfaction is a business term, is a measure of how products and servicessupplied 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 balancedscore 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 elementof business strategy customer satisfaction drives successful private sector business.High performing businesses have developed principles and strategies for achievingcustomer satisfaction. This paper presents a framework or set of ideas for usingcustomer 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 besupported through customer satisfaction strategies to become empowered individuals

InforMedix Marketing Research, Inc.

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I. Customer Satisfaction
Organizations of all types and sizes have come to realize that their main focus must be to satisfy their customers. This applies to industrial firms, retail and wholesale businesses, government bodies, service companies, nonprofit organizations and every subgroup within an organization. Two important questions: 1. Who are the customers? 2. What does it take to satisfy them? A. Who Are the Customers? Customers include anyone the organization supplies with products or services. The table below illustrates some supplier-customer relationships. (Note that many organizations are simultaneously customers and suppliers.) Supplier-customer relationship examples Supplier Customer Product or Service Cars Sales literature, etc. Education Maintenance of records Healthcare Data on patients Payment for services Steel sheets Shaped parts Data on hours worked, etc. Automobile manufacturer Individual customers Automobile manufacturer Car dealer Bank High school County recorder Hospital Hospital Insurance company Steel cutting department Punch press department All departments Students and parents Residents of county Patients Insurance company Hospital Punch press department Spot weld department Payroll department

Checking account holders Secure check handling

InforMedix Marketing Research, Inc.

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What Does It Take to Satisfy Customers? Dont assume you know what the customer wants. There are many examples of errors in this area, such as new Coke and car models that didnt sell. Many organizations expend considerable time, money and effort determining the voice of the customer, using tools such as customer surveys, focus groups and polling. Satisfying the customer includes providing what is needed when its needed. In many situations, its up to the customer to provide the supplier with requirements. For example, the payroll department should inform other departments of the exact format for reporting the numbers of hours worked by employees. If the payroll department doesnt do this job properly, it bears some responsibility for the variation in reporting that will occur.

InforMedix Marketing Research, Inc.

www.InforMedixMR.com

Page 3

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