In this world, society is changing. When society changes, then marketing start to change. Managers are now trying to figure out how to maintain and how to establish a positive customer relationship. Consumers have access to the Internet which mean they can gain information and they have greater selection. This paper will explain customer delight; however customer satisfaction is a key component to have a competitive advantage. This paper will explain if satisfying the customer is enough to satisfy the customers or do firms need to delight their customers.
Literature Review
In the past years, there have been an increase interested in services. Manufacturers have realized that their real purpose is to served the customers (Oliver and
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Each service quality will be different among each customer. From in the past or traditionally any research that was done on customer satisfaction use this theory of expectancy paradigm. The expectancy paradigm is where the satisfactions is the discrepancy between the perceived quality the actually performance and the expectations. This is use as the reference point (Falk, et. al., 2010). According to Bitner, Gwinner and Gremler (1998) customers that establish a relationship with a company are expected to received satisfactory delivery of the main services. For example, the patients of the doctor expect to receive satisfactory medical care from their doctor. Barnes, Beauchamp and Webster (2010) stated customer satisfaction will create a mutal beneficial outcome for both the consumer and the company. Customers can decide what services they want and what is successful and the companies will get a higher return from the customers. Customers will be more than willing to pay premium prices due to more loyalty. It is beneficial if companies try to achieve satisfaction. They may also achieve this by providing customer delight. They can delight the customer from something as simple as rewards. Whereas customer delight is going beyond the satisfaction and the delight is a pleasurable experience for the …show more content…
This will also have the customers return to the store. Arnold et al, (2005) has indicated that there is a lack of research on customer delight. Finn (2005) states research has not truly defined the difference in customer satisfaction and customer delight. Barnes, Ponder, and Dugar (2011) argues that having customer delight will not guaranteed loyalty. There is a powerful effect with customer delight. There is change in the customer psychological and behavioral variable. According to Alexander(2010) satisfying customers is not enough and this will not produce loyalty. Alexander (2010) infer that customer delight which has a combination of joy and surprises. Chitturi, Raghunathan and Mahajan (2008) indicate that customers will usually purchase goods based on the goods expectation. If the product produce the expectation and elicit positive emotions, then the consumer will more than likely make another purchase or use the services. Customer satisfaction starts from the employees. It is the interaction between the customer and the front-line employee. Services can be intangible and usually the front-line employee will deliver the services to the customers. It could be a services, dental office or even customer to client relations (Barnes, Collier and Robinson, 2014). Employee emotions will have a direct impact on the customer emotions, the customer emotions was a clear indication if
High levels of customer satisfaction will not guarantee future sales, but are more likely to result in repeat future sales than indifferent or poor customer service. Moreover, satisfied customers are more likely to try out other products/services in the firm’s range, or recommend it to friends and family. Build on customer loyalty Customer loyalty is valued highly by most businesses and can be
According to Business Studies ‘’Customer service is one of the most important ingredients of the marketing mix for products and services. High quality customer service helps to create customer loyalty. Customers today are not only interested in the product they are being offered but all the additional elements of service that they receive from the greeting they receive when they enter a retail outlet, to the refund and help that they receive when they have a complaint about a faulty product that they have paid for’’ (Business Studies, n.d).
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.
However, emotions are not limited to influencing how a consumer purchases products or services, but emotions directly relate to the level of satisfaction an individual feels after purchasing a good or service. Laros and Steenkamp, 2005, state the importance and influence of emotions during post-purchase behavior. Satisfaction is commonly defined in simple terms, such as, positive and negative; however, there is an extensive divergence of emotions related to consumer satisfaction. To better understand the complex variety of emotions a
Zeithaml, Valarie A, Berry, Leonard L, & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31. Retrieved April 1, 2011, from ABI/INFORM Global. (Document ID: 9401886).
In the service industry, products are produced to satisfy the needs and wants of the target market. The production and consumption of the product are simultaneously done. Besides that, the product is different, intangible, and unstable. Moreover, the product should meet consumers’ needs or how they want it for. Additionally, it should perform and it should be what the consumers are expecting to get (Turnbull, 2012).
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.
And these parts should affect the customers’ satisfaction of our company. - Customers Satisfaction, Concept: Expectancy Disconfirmation Model - Benefits CS - Measuring CS - Understanding
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.
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.
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
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
As a result of the above they were giving less importance to customer satisfaction and customer relationship building. This form of strategy conformed to short term business motives. In a globalised and highly competitive world, modern marketing is about concentrating ...
It’s subjective opinion or psychology of customers. Satisfaction is often confused with loyalty. The range of customer’s emotion is shown with surprise, contentment, happy, unhappy or relief. The entire gap between perceived quality and expected quality is influenced customer satisfaction. Customer loyalty is always is frequency buying action.