Customer Satisfaction and Customer Relationships
There are various concepts and terms in the assigned reading that are worth noting and vital for an individual’s understanding.
Customer evaluation is the seller’s process to identify the qualities a consumer will probably decide before obtaining a product and the qualities the consumer is possibly going to conclude after buying and consuming a product. When deciding on what to buy, a consumer compares different types of products and services presented and evaluate them in consideration of their several fortes and flaws. Customer evaluation can be determined from various sources.
Direct inquiry from the customer. This strategy is mostly applicable when the client purchases products from a shop or a store since customers usually investigate their familiarity when buying goods. Customer evaluation can also be acquired through questionnaires. Customers are given questionnaires in paper format and requested to answer questions giving their overview concerning the product. This is done only to customers who provide consent to an evaluating business.
Another source is focus groups. The company assembles some consumers and discuss with them various concerns in the business. This method is more resourceful because the consumers give a face to face a wide range of information about his/her perception towards the products and the entire company. Information can also be sourced through telephone. This gives some privacy between the service provider and the consumer while conversing. The consumer feels secure and free to give detailed feedback concerning a product. The perceived eminence is an immaterial, and general impression concerning a brand. Nevertheless, it will be generally be centered on primary scopes such as the features of a product attached to the brand, for instance, dependability and enactment.
Perception of quality is the consumer’s cognizance, impression, as well as their view concerning a company and its products. Customer perception is influenced by many variables, such as straight and indirect interaction with the company’s product (Lafrenière, 2020).
Customer satisfaction means an assessment that defines how impressed and contented a consumer becomes after consuming products and services from a particular company. Consumer fulfillment information such as analyses and rankings enables a company to decide the best way and extent it should improve its services as well as products.
Customer loyalty refers to a continuing optimistic rapport among consumers and the sellers or company. Consumers’ loyalty facilitates recurrent buying and stimulates current consumers to prefer one company over others that provide similar services and products. Consumer loyalty enables a company to advance its brand reputation. This is because the brand is already trusted by devoted consumers who tend to share optimistic knowledge of the products compared to new consumers. This ultimately enables the brand to preserve additional consumers and develop consumer reliability and brand devotion (Ji-Hyun Hwang & DongJun Lee, 2019).
Customer relationship management refers to skills for handling all business rapports and communications with consumers and prospective clients. CRM enables companies to build rapport with clients, thus creating loyalty and consumer retaining. Consumers’ reliability and income are crucial qualities that influence a business; therefore, CRM strategically manages the business resulting in its augmented revenue (Park & Ha, 2019).
In conclusion, customer satisfaction and customer relationship are vital considerations to be observed in any business to enable its progressive survival in a highly competitive market. Customers are the only reason businesses exist; thus should be handled cautiously with intent to satisfy their needs.
References
Ji-Hyun Hwang, & DongJun Lee. (2019). Structural Relationships among Service Encounter on Customer, Customer Orientation, Customer Satisfaction, Customer Trust, and Customer Loyalty in Taekwondo Gym. TAEKWONDO JOURNAL OF KUKKIWON, 10(1), 43–62. https://doi.org/10.24881/tjk.2019.10.1.43
Lafrenière, D. (2020). Delivering fantastic customer experience : how to turn customer satisfaction into customer relationships. Routledge.
Park, Y., & Ha, H.-Y. (2019). An Empirical Analysis of Relationships among Game Service Quality, Customer Satisfaction, and Customer Loyalty : The Moderating Effects on User Characteristics. The Academy of Customer Satisfaction Management, 21(2), 41–60. https://doi.org/10.34183/kcsma.21.2.3