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Customer satisfaction Essay Example

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Customer satisfaction

For instance, recognising customer preferences and product expectations ensures that the Company manufactures computers and computer peripherals that satisfy buyers. Accounting for customers’ taste and preference in computerised gadgets partially explains Apple, Inc.’s success internationally. This is because customer satisfaction paves way for repeat purchases and heightened customer loyalty.Allbal (2011) points out that there is a wide variety of factors that influence customer satisfaction, since satisfaction arises from a customer’s comprehensive impression of a supplier and the services or products provided. The author mentions several factors likely to affect customer satisfaction with Apple, Inc., its products, and services. Key among these elements is the perceived capability of the Company to avail high quality products. Customer satisfaction within Apple, Inc.’s context could also be influenced by the technological aspects of the Company’s products or services. The technological dimension is particularly important given the Company’s orientation towards production of the latest computerised devices. Other potentially influential factors include the efficacy and promptness of organisational response to customers’ concerns, available customer service, and the quality, efficiency, as well as, affordability of products.In support of the preceding assertions, there are other researchers who indicate that customer satisfaction is principally a factor of overall service/product quality (Shamdasani et al. 2008; Swaid and Wigand, 2007). Johnstone (1997) also points out the mood with which services are delivered also plays a significant role in determining customer satisfaction. Humby et al. (2009) also outline some factors likely to affect consumer satisfaction including the mode of product retailing opted for by MNCs like Apple, Inc., cooperation and coordination with other players in the value chain thus facilitating timely response to customers, as well as, loyalty programmes that act as incentives for the company’s customers. In further emphasis of factors affecting consumer satisfaction, Hallowell (1996) notes that it results from consumers’ perception of received product/service value, where this value is equivalent to perceived quality of the product/service in relation to price. The latter, therefore, suggests that determinants of customer satisfaction include perceived

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preview essay on Customer satisfaction
  • Pages: 8 (2000 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Undergraduate
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