How to Trigger Customer Satisfaction - Variables

Customer Satisfaction
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Omenugha Nelson Obinna
Lecturer, Nigeria

How to Trigger Customer Satisfaction - Variables

Customer satisfaction is a critical marketing construct and involves customer relationship and conflict resolution. According to Fill (2011), the relationship with customers and assisting them in resolving any ambiguity experienced by them in the use of the product or service is strategic to satisfy them. How?
When a customer is satisfied, he or she feels important. This ultimately builds strong emotional attachment to the brand. Building strong emotional attachment to the brand in turn is critical to a firm’s corporate image and survival, especially in competitive market environments where there are many alternatives and substitutes to products and services (Jobber et al. 2013). Attracting and retaining customers can be extremely difficult in such an environment, because customers have to be well convinced on why they have to go for brand A. instead of brand B. Therefore, building the relationship becomes a tactical and strategic way to satisfying and retaining customers.

Studies by Adegoju (2008) and Oghojafor, Ladipo, Ighomereho and Odunewu (2014) have identified key determinants of customer satisfaction:
  1. Reliability
  2. Responsiveness
  3. Competence
  4. Accessibility
  5. Courtesy
  6. Communication
  7. Credibility
  8. Security
  9. Understanding/knowledge of customer
  10. Tangibility of services/product offered
Ultimately, customer satisfaction is a function of some of these variables identified above. What are the most important variables influencing customer satisfaction according to you? Why?
Sources:
1. Adegoju, A. (2008), ‘Colour, culture and deixis as elements of meaning in the discourse of advertising mobile telecommunications networks in Nigeria.’ The Public Journal of Semiotics II (1), 22-36.
2. Fill, C. (2011) Essentials of Marketing Communications, England, Pearson Education Ltd.
3. Jobber, D and Ellis-Chadwick, F. (2013), Principles and Practice of Marketing, 7th ed., Berkshire, McGraw-Hill Education.
4. Oghojafor, B.E.A., Ladipo, K.A.P., Ighomereho, O.S and Odunewu A.V. (2014), ‘Determinants of customer satisfaction and loyalty.

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