Customer Satisfaction Brand Loyalty

Abstract This paper examine areas of customer feedback, customer satisfaction, brand experience and brand loyalty in order to determine the significance of customers in terms of the areas mentioned above towards the success of companies to remain relevant, sustainable and competitive in the market. The findings were that there is a strong correlation between customer feedback, customer satisfaction, brand experience and brand loyalty and the performance of a company that may have a profound impact towards the success of firms.

Keywords: Customers satisfaction, relationship between customers and companies, customer feedback, brand experience, brand loyalty, marketing,

1. Introduction

In cases where multinational enterprises experienced a backlash of negative comments from the media and customers, it is crucial to work on garnering constructive customer feedback towards the brand. Ekinci and Wyatt (2011) mention that customer satisfaction is critical to ensure long-term success in business. Both compliments and complaints from customers play a crucial role in helping the enterprise to achieve continuing improvement. Constructive compliments help in identifying the strengths that should be further maintained or reinforced and for the best practices that are of particular value to customers to be communicated and implemented across a service organization (Wirtz, Tambyah &Mattila, 2010). Customer complaints are important too as they help the organization to determine the weaknesses of the company through customer service processes, products and policies. By doing so, enterprises and organizations can build a reputation for staying close to the customers and ensuring their satisfaction through the consideration and application of feedback when necessary and carrying out research for marketing innovations as well as establishing good communication (Piranfar & Matthews,

By undergoing these changes in order to suit their customers’ preferences, these multinational enterprises were then able to keep up with current market trends as well as to keep their customers happy. Hence, customer feedback is important because it is crucial not only to improve a company’s profits but also as a means to improve a corporation by reinforcing its strengths and overcoming the weaknesses found. Luo and Homburg (2007) suggested that customer satisfaction can increase advertising and promotion efficiency. These researches also added that it can help to save on future marketing costs and help to consume resources in the future while achieving greater efficiency such as saving future marketing communications cost at a given level of