Professional Documents
Culture Documents
Topics To Be Covered
Why Customer Satisfaction Is Important Models of Customer Satisfaction Methodology of Monitoring Customer Satisfaction Customer Satisfaction: A Closer Look Conclusions: Dos of Customer Satisfaction Study
Customer Loyalty
Costs for transforming an active customer into a loyal customer:
Costs for winning a new customer:
Esomar; 1999
ESOMAR
Subjectively Perceived Performance Customers Expectations
Influence on other peoples Expectations and Product Evaluation
ECSI
Image Customer Expectations
Perceived Value
Perceived Quality
Product Characteristics (Hardware)
Loyalty (Retention)
Perceived Quality
ECSI Model
European customer Satisfaction Index model, 1998
Richard Oliver
Expectations
Complaining
Disconfirmation
Performance
Customer Satisfaction
Negative W-O-M
Affect
Repurchase Intention Equity
Customer complaint analysis Customer feedback through own staff Qualitative customer groups Quantitative customer satisfaction surveys Target groups Methods/Frequency of measurements/Sample size Development of a questionnaire Analysis/Benchmark
Surveys
Target Groups
Customer
Non-customer Defecting customer Competitors customer Dealer/trade
Levels of Measurements
Global aspects of satisfaction Satisfaction with performance dimensions
expectations?
Imagine a company which is perfect in all aspects. How close to this ideal do you consider the company X to be?
Expectations
.20
.06
Perceived Value
.13
Customer Satisfaction
.49
Loyalty
Postal Service
.27 .40
periods would you expect when purchasing a new car? Performance: What was the actual delivery period of your new car?
Customer Groups
Loyalist and Apostle
Completely satisfied customer Needs match companies offering very well Positive WOM
More than dissatisfied, quite dissatisfied and Neutral. Spread Negative WOM Ready to switch
Customer Groups
The Mercenary
Defies Satisfaction Loyalty rule Maybe completely satisfied but isnt loyal Chase low prices, Fashion, Impulse
The Hostage
Customers are stuck in virtual Monopoly Complain frequently, Create low morale with employees
Customer Groups
Type Satisfaction High Behavior Cost Low
Low to Medium
High Low to Medium
High
Medium
Low
Industry / Products
Automotive Study
Competitive Situations
High L o y a l t y Low
1
Highly Competitive
3 4 5
Completely Dissatisfied
Completely Satisfied
Non-Linear Relationships
Symmetric Asymmetric Asymmetric
Linear
Satisfaction Maintaining
Satisfaction Enhancing
Kado Model
Customer Satisfaction
Degree of Fulfillment