Answer To: Research suggests that the recovery of dissatisfied customers can lead to even greater customer...
Soumi answered on Feb 25 2020
MARKETING MANAGEMENT
Table of Contents
Introduction 3
Concept and Significance of Customer Satisfaction 3
Reasons behind Dissatisfied Customers 4
Recovery of Dissatisfied Customers leading to increased Customer Satisfaction 5
Conclusion 6
References 7
Introduction
The understanding of the marketing concepts is extremely important in order to excel in the business and the highly competitive market. Terms such as customer loyalty, customer satisfaction and brand image are not only mere terminologies for understanding, but they are also important for the implication in the practical world. Situations in business have changed over the years due to the drastic amount of changes, having taken place in the choices of the customers. Therefore, currently, it can be said that the safeguarding of the choices of the customers has been the major concern for business organizations. The present essay is a depiction of the fact that the dissatisfied customers can bring about better and more levels of customer satisfaction. Thus, the concept and significance of customer satisfaction have been explained, along identifying the reason behind the dissatisfaction of customers, finally leading to their recovery to increase customer satisfaction.
Concept and Significance of Customer Satisfaction
Customer satisfaction is the terminology used in the marketing field of the businesses to explain whether the customers are happy with their purchases. According to Ramanathan et al. (2017), the concept of customer satisfaction has emerged from the idea of feeling emotionally positive about their purchasing behavior. Therefore, it can be said that the amount of the positive creation in the minds of the customers, when the products or services of a company are able to meet or surpass their expectations about the same. On the other hand, as defined by Agnihotri et al. (2017), from the perspective of the companies, customer satisfaction can be defined as the measuring tool that helps to assess if the products or services of a company are able to reach the extent of expectations of the customers.
Therefore, the significance of customer satisfaction is also multi-faceted as the viewed from the perspectives of the customers; it is a way of expressing how they feel about a certain product or services, while for the company it is the way of measuring if they are able to surpass the levels of expectations of the consumers. In that context, as supported by Wang et al. (2017), the significances of customer satisfaction can be that it is the primary tool to understand or assess the customer buying behavior, customer loyalty and intentions of making repeat purchases if any. Besides, based on the identified analysis, the business organizations could assess if they need to bring about any changes in their business processes or not. Thirdly, it helps to increase the point, where the marketing managers could decide if they can differentiate between the satisfied customers with those who are not. Not only these, as informed by Rubera and Kirca (2017), customer satisfaction also helps to impart positive word-of-mouth and retain the customers for a long time. Hence, it is evident that the retention of the customers is extremely important for the business organizations, in order to succeed with their marketing activities.
Reasons behind Dissatisfied Customers
However, it has been often noticed that the companies fail to do their parts successfully, which is why the customers are more dissatisfied than being satisfied with their products or services. It is to be noted that business organizations need to function in such a direction that they are able to fulfill the needs of the customers and offer them those commodities and services that are in accordance with the expectations of the buyers. However, as argued by Irshad and Anjum (2017), often the companies fail to do so, which...