The Cultural Relativity of organizational practices and Theories组织实践和理论文化相对性.ppt

Market Research in Customer Satisfaction Prepared Presented by: Tony Fu Joel Solis Charul Sharma Thang Nguyen September 10, 2003 Customer Satisfaction Customer Satisfaction – is the customer’s feelings of pleasure or disappointment resulting from comparing a product’s perceived performance (or outcome) in relation to his or her expectation. Reality Check Does a company know why customers buy from it vs. the competition? Does the company know if its performance translates into a high price / value relationship? Does the company know why customers are staying loyal to the company? Is the company creating value with its products and services as perceived by its customers? Why Do MR in Customer Satisfaction? Establish ongoing measurement systems for tracking organizational change Communicate effectively with key customer groups Assess the capacity to “do the job right” the first time Measure and benchmark current conditions of your company Increase competitiveness in the marketplace Results Obtained by Doing MR in Customer Satisfaction Retain Loyal Customers Gain New Customers New Product Development Improve Delivery Systems Increase Organizational Systems Increase Sales Customer Satisfaction for Products CS for Products- Auto Industry How satisfied are you with the salesperson? How satisfied are you with the product and price? How satisfied are you with the warranty? This presentation will focus on Customer Satisfaction for services because of the increased difficulty in measuring satisfaction. Tools for Tracking and Measuring Customer Satisfaction Complaint and Suggestion Systems Customer Satisfaction Surveys Ghost Shopping Lost Customer Analysis Customer Satisfaction Surveys There are two methods to do surveys: Offline Surveys Online Surveys Offline Survey-SERVQUAL Model Items to measure customer satisfaction for services by Offline Survey: TANGIBLES : appearance of physical facilities, equipment, personnel, information leaflets