. . These metrics quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-mouth marketing, which is both free and highly effective." Therefore, it is essential for businesses to effectively manage customer satisfaction.
Purpose: "Customer satisfaction provides a leading indicator of consumer purchase intentions and loyalty." "Customer satisfaction data are among the most frequently collected indicators of market perceptions. Their principal use is twofold:" "Within organizations, the collection, analysis and dissemination of these data send a message about the importance of tending to customers and ensuring that they have a positive experience with the company 's goods and services." "Although sales or market share can indicate how well a firm is performing currently, satisfaction is perhaps the best indicator of how likely it is that the firm’s customers will make further purchases in the future. Much research has focused on the relationship between customer satisfaction and retention.
Customer orientation is not only focuses on customers’ needs, it includes other stakeholders’ expectation too. The relationship between customer orientation and customers’ loyalty is strong. In other words, customer orientation can improve the customers’ loyalty (Homburg, Müller, & Klarmann, 2011). The salespersons that are close with customers will drive customers to continuously buy products from the salesperson. This is called building “Guanxi” with customers to achieve company goals.
The more customers they gain, the more profit them able to get. However, Maxis have to analyze their target market because some customer able to bring more profitable for the company. Therefore, Maxis should identify and notice which customer that they want to targeted. Measure: Customer Survey Customer satisfaction surveys are playing an important role in measures. Customer surveys are the most effective way to gain customer feedback and increasing customer loyalty.
This change can involve improving product/service features, improving staff performance, and/or eliminating defects (Juran, 2000; Dale, 2003; and Hoyle, 2007). All members of staff should follow the customer focused quality philosophy though some could be trained in TQM so that they start satisfying the customer needs. Customer focus means directing organizational resources into satisfying customers and understanding that profitability or avoidance of loss comes from satisfying customers. The approach means that everyone in the organization needs to be customer focused, not simply the top management (Hoyle,
2000: 826).The individual market segments should be targeted in terms of developing customer loyalty. Customer loyalty is one of the most important and critical factors for a company's success. Customer loyalty happens when customers have a great experience, and it leads to many benefits: loyal customers return for future business, refer friends and family to a business, and spread positive comments about a company through word-of-mouth advertising. With social media and the ease of rating companies. There are several factors that can influence customer loyalty.
It links with brand experience and customer loyalty. If customers satisfied in the brand, product or service, they may continue to purchase that its related to customer loyalty; achieve all/some the dimension in brand experience (sensory, affective, behavioral and intellectual) is important to measure customer satisfaction. Satisfaction is a major outcome of marketing activity and serves to link processes culminating in purchase and consumption with postpurchase phenomena such as attitude change, repeat purchase, and brand loyalty. The centrality of the concept is reflected by its inclusion in the marketing concept that profits are generated through the satisfaction of consumer needs and wants (GILBERT A, 1982). The definition of customer satisfaction is “a customer is satisfied whenever his or her needs, real or perceived, are met or exceeded.” (Gerson, Richard F. 1993) Also, customer satisfaction is to measures how the product and service supplied by a company to meet the customer’s expectation.
Customer relationship management is a comprehensive process of establishing and maintaining profitable customer relationships by contributing advanced customer value and satisfaction. When the customers’ satisfaction is fulfilled, the delighted customer will repurchase and promote the particular products of company and thus result in better company’s performance. During this step, marketers cooperate closely with partners outside the company in order to create customer value and develop formidable customer relationship. Moreover, marketers representing the customer need to different departments and delivering the customer value by linking these
3. Why is measuring customer satisfaction important? There are a number of reasons why it is important to measure customer satisfaction: • As an engagement and information collection tool, customer satisfaction measurement provides service delivery organisations with a structured means of collecting information from service users to better infuse the needs and values of the customer into their organisation. • As a service improvement tool, customer satisfaction measurement provides a means of assessing what the main drivers of satisfaction or dissatisfaction are and focusing efforts on improving customer experience as part of an ongoing cycle of service improvement. • As a performance management tool, customer satisfaction measurement provides
Therefore, having CRM in SMEs is to enhance a good customer services. CRM is a tool to implement a marketing strategy to focus on the customer. According to Parvatiyar and Sheth (2001), CRM defined as a strategy and process of acquiring and retaining customer which can create superior value for the company. By create a good customer service, customer relationship management play an important role to maintain the relationship with the customers. In term of CRM, not all customers are the same.