Customer Relationship Management on Satisfaction †Free Samples

Question: Discuss about the Customer Relationship Management on Satisfaction. Answer: Introduction: Customer satisfaction is studied in different perspectives in theory. The perspectives extend from psychological, physical normative or positive views. The theories on consumer satisfaction have evolved and developed over the years. The theories however attracted great interest in marketing in the 1970s. According to Miller (1977), there are four types of expectations by consumers. They include: ideal, expected, minimum tolerable, and desirable. Customer makes their judgments based on a limited set of attributes. A research conducted in 1978 where the studies were conducted by changing the actual product performance with the intention of findings out how expectations influence perceived product performance. In many researches, researchers have concluded that customer satisfaction is more of emotion than physical performance. Other researchers observe that cognitive components of consumer satisfaction affect other reciprocally with time hence determining customer satisfaction. Discussion of common themes According to Dr.Vanitha (2012) Customer satisfaction can be defined as anything that relates to the purchase of a product. It could be factors such as price, time of execution, comfort, reliability, benefits, durability, and efficiency. He therefore argues that customer satisfaction is a mix of this variable and none can act in isolation. (Hunt, Geiger-Oneto and Varca, 2012) is also of this view. The author in his article argues that customer satisfaction may be of a process, product, or use of a products or period of execution of an exercise. Hunt, Geiger-Oneto and Varca, (2012) also views customer satisfaction as an emotional response to the expectations of a consumer before receiving a service of purchasing a product. The same extends to the point where the customer has already used the product to evaluate whether their expectations have been met or not. If the service or the product matches the consumer expectations then the customer is said to be satisfied. In case the expectati ons are exceeded, the consumer is very satisfied and if the expectations are not met, the consumer is dissatisfied. Lee and Park (2014) also agree with this view. He argues that customers make their purchase decisions based on their emotional status and the satisfaction of that customer largely depends on the emotions of that customer. The author argues that although performance of a product is important in determining the level of satisfaction of a customer, the emotions, attitudes, and perceptions of a customer towards that product influences the level of their satisfaction. Another similarity of the articles under review is that the authors recognize the influence that consumer satisfaction has on future consumer behavior. Paul, Sankaranarayanan and Mekoth (2016) argues that the level of satisfaction a consumer draws from consuming a particular good or service has a big influence on the buying patterns of a consumer since it inspires confidence in the product or discourages the c ustomer from consuming such in future. A customer who is highly satisfied is more likely to come back and buy the same product in future than an unsatisfied customer (Bartsch, 2012). The authors also agree that the performance of a product has a great bearing or influence on the level of customer satisfaction. Performance can be viewed in many different perspectives depending on the product or service being considered (Laurent,Lilien Pras, 2014). It can be simply defined as the ability of a product or service to satisfy the needs of the consumer. Lee and Park (2014) argue that this is subjective and may also depend on a variety of factors such as durability, attractiveness, time of execution, efficiency, and price. The combination of various emotional and normative factors defines the overall level of customer satisfaction by a consumer. Discussion of differing themes There are also different findings by the four different authors concerning various aspects of customer satisfaction. According to Hunt, Geiger-Oneto and Varca (2012) consumers seek to avoid dissatisfaction by changing their perceptions towards a product to match their expectations. He argues that consumers can reduce the tension as a result of differences between expectations and product performance. This will happen by either changing expectations to bring it more in line with product performance or by minimizing the significance of the level of dis-confirmation experienced so as to increase satisfaction. This view is unlike that of Paul, Sankaranarayanan and Mekoth, (2016) who in his findings, he argues that a surprise effect must take place in order to lead to discrepancy between performance and expectations being magnified or exaggerated. This means that the expectations of a consumer depend on what they are made to believe about a product by the seller. The price of a product co uld be too high that the consumer expects extra ordinary performance since they believe it is of premium quality (Royse, Thyer Padgett, 2016). The expectations of a consumer may also be influenced by advertising which may shape the perception of the consumer towards that product. If the after-use evaluation result is that performance does not meet expectations, it therefore means the consumer will get dissatisfied. Research limitations During these studies, the researchers faced various limitations. Absence of numerical data that could be used to measure consumer satisfaction is one of the biggest limitations in the studies. This is because consumer satisfaction is based on emotions and subjective and therefore, it is difficult to put a benchmark upon which to measure customer satisfaction. The other challenge is that the primary data collected from respondents was difficult to analyze and interpret scientifically because of lack of the necessary analytic tools for the study (Adamson, Dixon,Spenner Toman,2015). This challenge was experienced by qualitatively researched articles. Dr.K.Vanitha (2012) proposes that further studies need to be done on ways in which consumer satisfaction influences future buying behavior by a consumer. He also proposes that marketers in various different industries need to conduct researches to establish the specific factors that affect consumer satisfaction in the industry. References Adamson, b., Dixon, m., Spenner, p., Toman, n. (2015). The Challenger Customer: Selling To The Hidden Influencer Who Can Multiply Your Results. Bartsch, s. (2012). Superior Customer Experience In Voice-To-Voice Encounters: Insights From Three Studies Regarding Interaction And Call Center Management. Mu?Nchen, Fgm-Verl. DR.K.VANITHA, D. (2012). Customer Relationship Management on Customer Satisfaction. International Journal of Scientific Research, 3(4), pp.1-3. Hunt, D., Geiger-Oneto, S. and Varca, P. (2012). Satisfaction in the context of customer co-production: A behavioral involvement perspective. Journal of Consumer Behaviour, 11(5), pp.347-356. Kru?Ger, f. (2016). The Influence Of Culture And Personality On Customer Satisfaction: An Empirical Analysis Across Countries. Http://Public.Eblib.Com/Choice/Publicfullrecord.Aspx?P=4427819. Lee, E. and Park, C. (2014). Does advertising exposure prior to customer satisfaction survey enhance customer satisfaction ratings?. Marketing Letters, 26(4), pp.513-523. Laurent, g., Lilien, g. l., Pras, b. (2014). Research Traditions In Marketing. Dordrecht, Springer Netherlands. Http://Dx.Doi.Org/10.1007/978-94-011-1402-8. Malhotra, n. k. (2013). Review Of Marketing Research. Vol. 10 Vol. 10. Bingley, u.k., Emerald. Http://Search.Ebscohost.Com/Login.Aspx?Direct=TrueScope=SiteDb=NlebkDb=NlabkAn=549278. Paul, J., Sankaranarayanan, K. and Mekoth, N. (2016). Consumer satisfaction in retail stores: theory and implications. International Journal of Consumer Studies, 40(6), pp.635-642. Royse, d. d., Thyer, b. a., Padgett, d. (2016). Program Evaluation: An Introduction To An Evidence-Based Approach. Http://Www.Myilibrary.Com?Id=815805.