measurment of customer satisfaction
Introduction
In today`s corporate environment, only those organisations survive who have developed marketing strategies to achieve competitive advantage and customer retention. Service quality and customer satisfaction are the two most important factors to retain a customer, where customer satisfaction is achieved by providing a product or a service with the knowledge of customer expectation and requirements. In this essay definitions of customer satisfaction are given, where relation between customer satisfaction and service quality is discussed provided they are separate concepts. Further different attributes and models by researchers and academics are discussed. After providing a brief introduction and comparison of theories of customer satisfaction, Customer Satisfaction Measurement (CSM) tools are discussed. Further composition of Guest Comments Cards (GCC) as a tool for CSM is discussed. At the end recommendations for the design of GCC for training restaurant are provided.
Customer Satisfaction
Definition
Gilbert and Horsnell (1998) discussed the relationship of CS with service quality and suggested that CS is customer`s response to the quality of service, he /she received and service quality is the mean to achieve it. While Bowen and Clarke (2002) discussed CS in the context of judgment, as a result of comparison between customer`s experience against his/her expectations, he further discussed that CS is result of judgments based on customer`s own specification on the other hand service quality is based on manager`s specifications. According to Pizam And Ellis (1999) CS results from the comparison of outcomes of individual`s that particular experience with his/her prior expectations. Parker and Mathews (2001 ...