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1.0 Introduction This report aims to explore all the research literature available on the topic ‘factors that influence customer satisfaction with hedonic services’. Customer satisfaction is a very important concept because it leads to repeat patronage, positive word of mouth and ultimately increased profits for the business. It is therefore of much benefit to understand the factors which influence customers satisfaction to allow businesses to better serve their customers. This report begins by defining hedonic services and customer satisfaction according to the relevant literature. The factors which influence customer satisfaction on hedonic services are then outlined.
It is this customer orientation of which is the fundamental focus in the marketing process and in becoming marketing orientated; before this organisational strategies stemmed from internal goals such as productivity and sales. This philosophy of satisfying the customer in order to be profitable will create the quality of valuing the customer, which in turn leads to their loyalty. 2.1 The Marketing Audit In considering marketing analysis 'An external and internal audit is carried out as part of the broader process of market analysis to determine the opportunities existing in the marketplace (Gilbert, 1999).' To do this, at stage one, the company needs to gather information for the external audit. This information can be categorised using PESTLE analysis.
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