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Customer Satisfaction Theory: A Case Study

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Introduction A manager is a person who is responsible for supervising an organization or group of employees (Drucker & Maciariello, 2008). Managers work in a contemporary organisation. In today’s world, according to Robbins and Coulter (2016), managers are dealing with; global economic and political uncertainties, changing workplaces, ethical issues, security threats and changing technology- therefore the way managers do their job is continuously changing. There are four significant factors that influence and change a manager’s job such as the importance of customers, social media, innovation and sustainability. The following essay will be critically discussing the increasing importance of two of these factors; customers and innovation, using examples of different contemporary organizations to support the discussion. Customers According to Drucker and Maciariello (2008), a customer is defined as “a party that receives or consumes products ,goods or services, and has the ability to choose between different products and suppliers ”. The purpose of a business or organisation is to satisfy their customers; they are the most essential contributors and a valuable asset to an organisation upon which the …show more content…

Customer satisfaction is crucial for many reasons including: increasing customer lifetime; decreasing customer churn and negative word of mouth; and it is more cost effective to maintain customers rather than attaining new ones (DR.K.VANITHA, 2012). An organisation that demonstrates positive outcomes such as customer satisfaction is Argos, who introduced multiple customer feedback services, as a mean to understand their customer’s needs, some of which include; online product reviews, via their online site “argos.co.uk” and surveys that are to be taken at all till points. (Businesscasestudies.co.uk,

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