Customer satisfaction designates in the management economics (esp. in the sales and/or the psychology of selling) an abstract Konstrukt of the social research, which is described mostly as the relationship from customer expectation to need satisfaction. Satisfaction results as feeling of the customer from its comparison of noticed value gain (as result of the purchase) and expected value gain (before the purchase).

The most common measuring beginnings for customer satisfaction rely strongly on sociological methodology (cf. public opinion poll).

The customer satisfaction serves as indicator for the quality of customer connection measures and quality management. It plays a central role in the current marketing theory and - practice, therefore the management of the customer satisfaction became an important challenge for many managers.

If a customer sees his expectations fulfilled to the achievement, thus the actual condition the specified condition corresponds, is content the customer. One speaks of Konfirmation.

If expectations are exceeded, the customer is inspired. Here also of positive Diskonfirmation one speaks.

If expectations are not fulfilled against it, thus the actual performance under the target achievement lies, the customer is disappointed or is in the condition of the negative Diskonfirmation.

Frequently the customer satisfaction over inquiries for an enterprise is determined, in order to find the customer satisfaction and usually the associated customer connection improve beginnings.

A high customer satisfaction makes possible for the offerer:

• Extension of the target group
• Development of the price strategy
• Optimization of the product politics
• economical advertisement for the offered product
• Generation of recommendations or references
• Increase of the customer connection

Discontent can have two causes: superelevated expectations of the customer or unsatisfactory achievement of the offerer. In the context of the Customer Relationship management customers are to be identified with superelevated expectations and either be satisfied "“reeducated"” or by fulfilment of superelevated expectations. Dissatisfied customers are for the enterprise a large danger. It was shown that dissatisfied customers very often far-count their negative experiences. Besides disappointed customers of the enterprise move away and change to another offerer. With a good quality assurance and a complaint management can be prevented to this problem. Perhaps permanently dissatisfied customers can be also excluded from the enterprise (customer from bordering, Demarketing).

Literature

• Thomas scrub: Marketing for Dienstleister. Gabler, 2005. ISBN 3-834-900-311
• Armin (Hrsg.): Customer satisfaction measure and increase. Luchterhand, 1999. ISBN 3-472-033-134
• Harald R. Preyer: Customer satisfaction. Ueberreuter, 2000. ISBN 3-706-403-986
• Richard F. Gerson: Measuring Customer Satisfaction - A Guide ton of Managing quality service. Crisp Publications. ISBN 1-560-521-783
• Marc olive emperors: Success factor customer satisfaction, dimensions and measuring possibilities. Erich Schmidt publishing house, 2004. ISBN 3-503-07833-9

Related links

• Definition of customer satisfaction with quality.de
• Reason for necessity for the measurement of the customer satisfaction for enterprise (Word document)

Articles in category "Customer satisfaction"

We found here 36 articles.

Related Websites

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