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• Annexurep. 45
• Conclusions&p. 49
• Recommendationsp. 50
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INTRODUCTION
Replica of the Toyota Model AA, the first production model of Toyota
in 1936
Customer satisfaction
Organizations are increasingly interested in retaining existing customers while targeting

non-customers; measuring customer satisfaction provides an indication of how

successful the organization is at providing products and/or services to the marketplace.

Customer satisfaction is an ambiguous and abstract concept and the actual manifestation

of the state of satisfaction will vary from person to person and product/service to

product/service. The state of satisfaction depends on a number of both psychological and

physical variables which correlate with satisfaction behaviors such as return and

recommend rate. The level of satisfaction can also vary depending on other options the

customer may have and other products against which the customer can compare the

organization's products.
Because satisfaction is basically a psychological state, care should be taken in the effort
of quantitative measurement, although a large quantity of research in this area has
recently been developed. Work done by Berry, Brodeur between 1990 and 1998 defined
ten 'Quality Values' which influence satisfaction behavior, further expanded by Berry in
2002 and known as the ten domains of satisfaction. These ten domains of satisfaction
include: Quality, Value, Timeliness, Efficiency, Ease of Access, Environment, Inter-
departmental Teamwork, Front line Service Behaviors, Commitment to the Customer and
Innovation. These factors are emphasized for continuous improvement and organizational
change measurement and are most often utilized to develop the architecture for
satisfaction measurement as an integrated model. Work done by Parasuraman, Zeithaml
and Berry between 1985 and 1988 provides the basis for the measurement of customer
satisfaction with a service by using the gap between the customer's expectation of
performance and their perceived experience of performance. This provides the measurer
2
with a satisfaction "gap" which is objective and quantitative in nature. Work done by

Cronin and Taylor propose the "confirmation/disconfirmation" theory of combining the

"gap" described by Parasuraman, Zeithaml and Berry as two different measures

(perception and expectation of performance) into a single measurement of performance

according to expectation. According to Garbrand, customer satisfaction equals perception
of performance divided by expectation of performance.

The usual measures of customer satisfaction involve a survey with a set of statements

using a Likert Technique or scale. The customer is asked to evaluate each statement and

in term of their perception and expectation of the performance of the organisation being

measured.

In a competitive marketplace where businesses compete for customers, customer

satisfaction is seen as a key differentiator and increasingly has become a key element of

business strategy.
“Customer satisfaction, a business term, is a measure of how products and services
supplied by a company meet or surpass customer expectation. It is seen as a key
performance indicator within business and is part of the four perspectives of a Balanced
Scorecard.”
Customer Satisfaction in 7 Steps
It's a well known fact that no business can exist without customers. In the business of
Website design, it's important to work closely with your customers to make sure the site
or system you create for them is as close to their requirements as you can manage.
Because it's critical that you form a close working relationship with your client,
customer service is of vital importance. What follows are a selection of tips that will
make your clients feel valued, wanted and loved.
1. Encourage Face-to-Face Dealings
This is the most daunting and downright scary part of interacting with a customer. If
you're not used to this sort of thing it can be a pretty nerve-wracking experience. Rest
assured, though, it does get easier over time. It's important to meet your customers face
to face at least once or even twice during the course of a project.

My experience has shown that a client finds it easier to relate to and work with someonethey've
actually met in person, rather than a voice on the phone or someone typing intoan email or
messenger program. When you do meet them, be calm, confident and aboveall, take time to ask
them what they need. I believe that if a potential client spends overhalf the meeting doing the talking,
you're well on your way to a sale.
2. Respond to Messages Promptly & Keep Your Clients Informed
This goes without saying really. We all know how annoying it is to wait days for a
response to an email or phone call. It might not always be practical to deal with all
customers' queries within the space of a few hours, but at least email or call them back
and let them know you've received their message and you'll contact them about it as
soon as possible. Even if you're not able to solve a problem right away, let the customer
know you're working on it.
A good example of this is my Web host. They've had some trouble with server
hardware which has caused a fair bit of downtime lately. At every step along the way I
was emailed and told exactly what was going on, why things were going wrong, and
how long it would be before they were working again. They also apologised repeatedly,
which was nice. Now if they server had just gone down with no explanation I think I'd
have been pretty annoyed and may have moved my business elsewhere. But because
they took time to keep me informed, it didn't seem so bad, and I at least knew they were
doing something about the problems. That to me is a prime example of customer
service.
3. Be Friendly and Approachable
A fellow SitePointer once told me that you can hear a smile through the phone. This isvery true. It's
very important to be friendly, courteous and to make your clients feel likeyou're their friend and
you're there to help them out. There will be times when you wantto beat your clients over the head
repeatedly with a blunt object - it happens to all of us.It's vital that you keep a clear head, respond to
your clients' wishes as best you can, andat all times remain polite and courteous.
4. Have a Clearly-Defined Customer Service Policy
This may not be too important when you're just starting out, but a clearly defined
customer service policy is going to save you a lot of time and effort in the long run. If a
customer has a problem, what should they do? If the first option doesn't work, then
what? Should they contact different people for billing and technical enquiries? If they're
not satisfied with any aspect of your customer service, who should they tell?

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3rd sem projects

positioning strategies
targeting positioning
segmentation targeting
positioning strategies
targeting positioning
segmentation targeting
(fewer)
John
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