The chapter presents the idea of customer satisfaction, defines conditions of loyalty, describes selected methods of customer satisfaction measuring and presents international standards referring to customer satisfaction measurement.
See Full PDF See Full PDFPurposes: The purpose of this paper was to compare several indicative customer satisfaction survey methods used in a particular type of service (public transport services) and determine, which of the methods is suitable for researching of customer satisfaction in this type of services. Design/methodology/approach: The authors assumed that using indicative methods of customer satisfaction surveys, for the same service and in the same population gives different results. Verifying this hypothesis, the authors used indicators of customer satisfaction: overall rating of satisfaction on 5-item Likert’s scale, rating on 15-item scale, the CSI and NPS indexes, and TRIM-typology Apostles fraction. The research was carried out in two phases: the pilot study (selection criteria for the CSI index) and the main research, where respondents evaluated their satisfaction. Findings: The paper shows results of satisfaction surveys, the degree of differences between analyzed methods, indicates methods more or less preferred for this type researches in public transport services. Practical implications: Business executives, quality managers of public transport services will be able to use the results discussed in the article to design or improvement of client satisfaction surveys, which is especially important in quality management systems. Originality: The article is based on unpublished, own study.
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European Journal of Business Science and Technology
The purpose of this paper was to compare three models of customer satisfaction with supermarkets in Poland. The authors decided to verify what kinds of satisfaction models are appropriate for describing relations between customer satisfaction and other constructs. The authors used structural equation modelling (SEM) to test and validate the models containing several latent variables, such as: perceived quality, perceived value and customer expectations. All of them were equipped with proper manifest variables, measured in a survey. The survey questionnaires were distributed using snowballing method. Verified models confirmed the significant impact of perceived quality on customer satisfaction and these two variables demonstrated the highest correlation. The study showed that the customer satisfaction reaches higher determination in more complicated models, such as value-based model and confirmation model. The study also showed that customer expectations don't have a direct impact on customer satisfaction.
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This paper explores the role of Marketing mix strategy and its overall positive or negative impact on customer's satisfaction and loyalty. Product, price, place and promotion variables need to be managed by understating psychological traits of customers buying nature. The literary discussion highlights that customer expectations with regards to product quality, price, and product accessibility are managed by communication techniques using advertising agents. The discussion proceeds in analytical style using previous theory as base point to evaluate the role of marketing mix in relation with customer satisfaction turning into loyalty. Inductive data collection approach has proved a great help to extract gist of past research results. A large proportion of data has been gathered from secondary resources including journals, books and old research papers. The results show that all four aspects of marketing mix are equally important and any imbalance among them can damage overall results. Customers' buying intentions are greatly affected by his/her expectations in context of a product quality, price, and product accessibility. The relationship between customer satisfaction and loyalty depends on the elimination of perception gap, service gap, operational gap and behavioural gap that needs to be managed by giving focused attention to these matters. This paper reviews prior literature and proposes to think carefully to use marketing mix strategy to met customer expectations by eliminating any communication or perception gaps that further extend customer loyalty.
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This study investigates the factors affecting the brand loyalty of the customers of Automobile industry in region of Pakistan with the use of ECSI model. A well-organized structured questionnaire was distributed among the customers of Automobile industry. The questionnaire was based on 5 Point likert-type scale. Results show that the customer expectations have a direct positive impact on perceived value and an indirect impact on customer satisfaction. The study also finds that to satisfy the customers, customer's education plays an important and positive role. Furthermore, the study finds a negative relationship between customer trust and customer loyalty. It is probably due to Pakistani culture in which the customers cannot fully trust the firm. Additionally, it is suggested that the ECSI model should be modified because customer education and trust are not present in the present model. In this regard, further research is required. Finally the study suggests that there should b.
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This study measures the determinants of customer loyalty in the banking sector by analyzing variables such as customer satisfaction, brand trust, perceived price and service quality. Being a descriptive study, survey method is adopted for data collection. For data collection purpose, a questionnaire on the 5-point Likert scale was adopted and distributed among customers of banks. Reliability of instrument is determined by using Cronbach's Alpha. Correlation and regression techniques are used. The findings of the research reveal that perceived value, service quality, customer satisfaction, and brand trust significantly influence customer loyalty.
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