Satisfaction

1
Satisfaction

• Where it Comes From and
• Where it is Going.

2
Total Quality Management

• Involving Top Management
• Conducting a Marketing Audit
• Focusing on Customer Satisfaction
• Working Toward Continuous Improvement

3
Continuous Improvement

• Planning
• Doing
• Checking
• Acting

4
Focusing on Customer Satisfaction

• Added Value
• Obtaining Customer Feedback
• Measuring Customer Satisfaction
• Reducing Cycle Time
• Reducing Variation

5
TQM

• Product Strategy
• Distribution Strategy
• Promotional Strategy
• Pricing Strategy

6
A Model of Customer Satisfaction

• Expectations
• Performance
• Confirmation
• Disconfirmation
• Positive
• Negative

7
Why is Customer Satisfaction Important?

• Building Relationships
• Building Trust
• Positive Affect Decision making
• WOM

8
Complaining

• Passive Discontent
• Direct Complaining
• Guerilla Warfare
• The Hostiles

9
Satisfaction Over the Long Term

• Does satisfaction remain the same?
• What can cause changes in customer satisfaction
  over time?
• Does satisfaction always lead to product
  repurchase?
• What is the relationship between brand loyalty
  and satisfaction?
• What are the causes of dissatisfaction?