Research products and services supplied by a company

Research in a manner expanding upon more general treatises. Whereas the field has been studiedfrom many perspectives, the most common appearing in the areas of customer satisfaction surveysand customer satisfaction strategy, an alternative approach will be proposed. Most typically, workson customer satisfaction survey measurement take the form of “how to form scales and summarizeresults,” and those on customer satisfaction strategy take the form of “how to generate satisfiedcustomers and alleviate dissatisfaction.” Customer satisfaction is a term frequently used inmarketing. It is a measure of how products and services supplied by a company meet or surpasscustomer expectation. Customer satisfaction is defined as “the number of customers, or percentageof total customers, whose reported experience with a firm, its products, or its services (ratings)exceeds specified satisfaction goal. In a survey of nearly 200 senior marketing managers, 71percent responded that they found a customer satisfaction metric very useful in managing andmonitoring their businesses.It is seen as a key performance indicator within business and is often part of a balanced scorecard.In a competitive marketplace where businesses compete for customers, customer satisfaction isseen as a key differentiator and increasingly has become a key element of business strategy. Inresearching satisfaction, firms generally ask customers whether their product or service has met orexceeded expectations. Thus, expectations are a key factor behind satisfaction. When customershave high expectations and the reality falls short, they will be disappointed and will likely ratetheir experience as less than satisfying. For this reason, a luxury resort, for example, might receivea lower satisfaction rating than a budget motel even though its facilities and service would bedeemed superior in ‘absolute’ terms.FACTORS INFLUENCING CONSUMER BEHAVIOURSOCIAL AND CULTURAL INFLUENCESCulture is learned behavior that has been passed down over time, reinforced in our dailylives through the family unit and through education and religious institutions. Culture influences,therefore, are powerful ones and if the company does not understands the culture in which theparticular market operates it cannot hope to develop products and market them successfully.It is important to recognize that culture although immensely powerful is not fixed forever.Change in culture tends to be slow and not fully assimilated until a generation or more has passed.SPECIFIC SOCIAL INFLUENCESSOCIAL CLASSThis is the most prominent social influence. Traditionally, one of the chief determinants ofsocial class was income. Since pay structures have altered a great deal in terms of the lower C2,D, and E categories moving more towards levels previously enjoyed by higher A, B and C1categories over the past 30 years or so, classification of consumers on the basis of lifestyle isbecoming more meaning today.REFERENCE GROUPSThis can be described as group of people whose standards of conducts of mound anindividual’s dispositions, beliefs and values. This group can be small or large. Reference groupscan range from the immediate family to the place of work. Reference group, but it does state thatindividualism cannot exist within a group, but it does suggest that even rigid independent thinkerswill at least be aware of what is considered ‘normal’ within a group.MOTIVATIONMarketers are interested in motivation when it relates to purchasing behavior. This behavior relatesto the motive for wishing to possess the goods or services in question, and it has been termed ‘goal-related behavior’. It can, therefore, be seen that a number of motives might be at play when makinga purchaser decision – some motives stronger than others – and the final decision might be acompromise solution1.2 OBJECTIVES


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