Measuring customer satisfaction
Customers and consumers are always looking for suppliers to offer them much better goods or services. Evidence also shows that in today’s competitive world, discovering the needs and wants of customers and satisfying them before competitors is a basic condition for success for companies. Hence organizations and businesses strive to Achieve a unique position over other competitors by gaining unique advantages. One of the most common methods to determine the degree of satisfaction of needs and wants through goods and services provided by organizations is to measure customer satisfaction. Measuring customer satisfaction, provides an effective tool to control the overall performance of the organization and the organization in identifying its weaknesses And it helps to try to eliminate them and allows the organization to identify economic advantages according to specific time conditions.
The concept of customer satisfaction
Customer satisfaction is one of the internal measures of organizations that shows the orientation towards satisfying customer demands and to improve the quality of products. Shows the service.
According to Juran, customer satisfaction is a situation in which the customer feels that the features of the product correspond to his feelings. Dissatisfaction is also a situation in which the defects and defects of the product cause the customer to be upset, complain and criticize.
In one definition, customer satisfaction is the state and reaction that the consumer and the customer express to the consumption or purchase of the product.
Lingfield considers customer satisfaction to be psychologically an emotion that results from comparing received products with the needs and wants of customers and the social expectations of the product.
According to Rapp, customer satisfaction is defined as an individual perspective that results from making constant comparisons between the actual performance of the organization and the expected performance of the customer.
Topfer states that customer satisfaction does not depend on the type of business activity of an organization or the position of the organization in the market, but on the ability and ability of the organization to provide the quality expected by the customer.
Richard Oliver believes that customer satisfaction or dissatisfaction is the difference between customer expectations and the quality he has received. Thus, the following equation can be used to measure customer satisfaction:
Customer satisfaction = Customer inference of quality – Customer expectations
In customer-centric marketing theory in the 1960s, the goal was to focus on identifying the needs of a group of customers and then maximizing their satisfaction by offering the right products or services.
According to this approach, customer satisfaction is the ultimate goal of the organization’s marketing measures. The physical specifications of the products offered are focused.
Wherever there is this misalignment, customer satisfaction is likely to lose its top priority among the organization’s key policies. One of the greats of the automotive industry, Henry Royce, the founder of Rolls-Royce car factories, whose products are well-known for their special and general quality, in 1906, in a statement, declared his organization’s commitment to the principle of customer satisfaction as follows:
“Our desire to satisfy the customer at Rolls-Royce does not end the moment the customer buys the car and receives the document. Our ultimate goal is to be the buyer of Rolls-Royce products while “Using the car, feel more satisfied with every moment with the whole being.”
Toyota Motor Sales similarly emphasizes the importance of the principle of customer orientation in its organization:
“The foundation of all Toyota business plans in the United States is to achieve complete customer satisfaction. Customer satisfaction is Toyota’s most important philosophy.”
Methods of measuring customer satisfaction
In order for an organization to be able to measure customer satisfaction, it must design a model and method in this regard, so that it has a strong and structured theoretical foundation and set indicators for this purpose so that it can use Measure and evaluate it.
Different models and models for quality management researchers and economics and marketing scientists to measure customer satisfaction can be divided into two categories such as Figure 1:
These methods indirectly measure customer satisfaction by measuring indicators that have a strong correlation with customer satisfaction. Due to doubts about the validity and accuracy of these methods, these methods are less used.
Theoretical or conceptual methods:
In these methods, customers’ opinions are used directly to measure customer satisfaction. Therefore, these methods have more validity than objective methods.