Posted By: technopediasite
Customer
Satisfaction
Previous researches have
given significant importance to customer satisfaction. Satisfaction can be
defined as a features or characteristics that can full the either a need or
want of a consumer in better way than competitors.
Although this satisfaction
explained by different researchers in different ways. If a company provides a
product according to the requirements of their consumers it will lead the
satisfaction of those consumers. The higher or lower satisfaction of a consumer
will depends upon the quality of brand characteristics that offered by a
company.
This is the consumer
satisfaction which contributes for the future money making for a company. For
the retention of consumer, it is important to satisfied consumers. The
unsatisfied consumers of a company do not take time to switch that brand. Low
quality services can also lead dissatisfaction. A low quality service is such
type of service which does not fulfill the requirements.
However its all depends upon
that which segments a company is targeting and what are their expectations for
that product In the study of explain that customer satisfaction is the key factor
which is used to measure the company internal and external performances and
assigning funds to each and every activity.
Service is a key factor for
consumer satisfaction although this is not the only factor which is responsible
discuss in their study that customer satisfaction has positive relationship on
loyalty. discuss in their study that there are strong relations between
satisfaction and loyalty. Describe that affiliation exist between customer
satisfaction and customer loyalty. Also examine that there is certain
relationship between satisfaction and loyalty. Customer satisfaction leads
customer loyalty.
The Company can generate
maximum profit via customer satisfaction. Thus customer satisfaction is momentous
in present world to run the business perfectly. Said that “customer
satisfaction is worthless. Customer loyalty is priceless”. The basic component
of business success is customer satisfaction. But in Asia no matter of customer
satisfactions.
Customer
Service
Customers don’t expect you to be perfect. They do expect you to fix
things when they go wrong. The duties of the customer service staff is to
clearly communicate with customers, to manage their problems regarding product
or service, to transfer the appropriate information, to analyze the customer
need and wants, to inform about new offerings, and to manage the length of the
call. Handling customer-complaint effectively leads to customer satisfaction “Customer
services always a successful indicator in business”. Customer service is a momentous factor of marketing mix for
any product or service. To generate customer loyalty the company should provide
high quality customer services.
Price
Fairness
Price is an important
variable that defines the company’s profit. For having the benefits and usage
of any service or product the customer will pay an amount of money which is
known as price. Price is also determined by what a buyer is willing to pay, a
seller is willing to accept and the competition is allowing to be charged.
Price is the key element for customer satisfaction. A good price is the major
contributor for satisfaction. Because the monetary cost is the price and in
making customer value monetary aspect play a very vital role.
Sales
Promotion
According to, sales
promotion has a significant impact on consumer’s brand choice, purchase time,
and purchase quantity decision. According to sales promotion can be defined as
to offer some incentives that can increase consumer demand or to improve the
quality of the product. Sales promotion changes and contributions indeed can be
identified much easily as compared to traditional advertising and quantified
with figures and data [19]. According to [20], sales promotion can affect the
consumers’ buying decision such as brand choice and brand switching. In other
words, organizations use sales promotion as a tool that can convince customer
to purchase any product or service. The purpose of sales promotion is to
increase the cellular subscribers therefore cellular companies offer extra free
minutes, limited offer to get double balance, free VAS, MMS at low rate etc.
Coverage
As Communication is all
about to get coverage and to stay connected throughout the world. As in urban areas
mobile phone coverage is better than rural areas but still some cellular
companies cannot provide mobile coverage in some areas. If particular cellular
company fail to provide coverage where customer need then it will lead to lack
of satisfaction. May be coverage available but more call drop. Mostly telecom
companies ignore this type of problem in rural areas.
Signal
Strength
An element that can affect
the customer satisfaction. The mobile phone is connected with its network via
mobile phone signal. The consumer cannot be able to make a call without signal
from the particular network. The bad signal can cause voice distortion, call
hanging etc.
Promotion
One of the major elements of
marketing mix is promotion. Media plays major role to promote a product in various
areas. Sometimes company offer discount packages to increase the sale of any
particular product. Promotion is defined as to indicate the “right” product to
the target market or other distribution channels It cannot be effective unless
it catches the attention of people.
From the above discussion, the following conclusions can be
drawn:
➤ Identifying customer
satisfaction is crucial for consumers, firms, and governments.
➤ Customer satisfaction should not be identified
through sales figures or through manufacturers’ beliefs
➤ regarding product/service quality, but through customers’ feedback. Customer satisfaction is subjective;
therefore, it is not appropriate to treat it as a single-stimulus factor.
➤ Rather, it should be treated as a multi-stimulus factor. Determinants of satisfaction should be
identified independently of determinants of dissatisfaction. The two differ and the absence of one does not automatically lead to the presence of
the other. Based on the discussion and consistent with previous studies, the following three research
questions (objectives) have been proposed:
1) What are the major determinants of customer satisfaction?
2) What are the major determinants of customer switching?
That is, what may lead customers to switch from one mobile service provider to
another?
3) What are the major determinants of customer retention?
0 Comments