What is customer satisfaction

Customer satisfaction is a metric that indicates how happy

a customer is with a company, product, or service. It helps a
brand determine what a client thinks and how they feel
after interacting with this particular company
 Why is customer satisfaction
important?
1. The process of acquiring new customers is time-consuming and
expensive. Businesses track the degree to which consumers are
satisfied with their brands and products to identify their unhappy
customers and try to retain them by providing them with special offers.
Since regular clients spend 67% more money than people who
purchase from a brand for the first time, marketers develop tactics and
strategies to persuade loyal customers to stay with their companies.
They also strive to provide excellent customer service to get repeat sales
and new clients.
I
2. Businesses check whether customers are satisfied with their
products because loyal clients are word-of-mouth brand promoters.
Loyal customers have a shorter sales cycle since they don’t spend time
comparing, researching, and doubting. As a result, businesses obtain
higher revenues. Satisfied customers are more likely to recommend a
brand on social media or to their family and friends. Moreover,
satisfied consumers aren’t likely to switch a brand and buy from its
competitor.
 Concept of costumer satisfaction
i. Customer satisfaction is a term frequently used in marketing
ii It is leading indicators of consumer repurchase intentions and loyalty
iii. Customer satisfaction is the best indicator of how likely a customer will
make a purchase in the future
iv. Customer complaints: Rather than negate the complaint, it would be better
for a company to acknowledge the customer’s complaint, apologize for the
inconvenience, and then swing into action to resolve the problem
v. Perceived quality: Perceived quality can be defined as the customer's opinion
about the overall quality or image of the product or service or the brand itself
with respect to its purpose of use as against its alternatives
vi. It is cheaper to retain existing customers than acquire new ones: This is
probably the most publicized customer satisfaction statistic out there. It costs
six to seven times more to acquire new customers than it does to retain
existing customers. If that stat does not strike accord with company then
there’s not much else to demonstrate why customer satisfaction is important
 Tips to Improve Customer Satisfaction

 Ask for feedback

 Provide support on different channels
 Track mentions on social media
 Simplify your service
 Delight your customers
How to improve customer satisfaction
with digital marketing

Inbound method (see image) is a proven methodology for

digital marketing, and consists of four phases: Attract,
Convert, Sell and Delight.The job is not over when the
customer is in port – because you want satisfied customers,
and any satisfied customers in social and analogue media can
be your Advocates.
Concept of framework
Independent variable dependent variable

Assurance
Internet banking Social Reliability
media Networking Responsiveness
Internet security Functionality
Personalization
Integrity and professionalism

Intervening variables

Government policy, Network standards and

Taxpayer’s morale