Buyer's satisfaction
after purchase depends upon the products performance in relation to buyer's
expectations. Satisfaction is the persons' felt state resulting from the
comparison of the products expectations. The customer feels dissatisfied if
the product falls short of the expectation. The performance needs to match the
expectation for customer satisfaction.Customer feels delighted and pleased if
the product performance exceeds the expectation.
Just satisfied
customers find it easier to switch over to better option but a highly
satisfied customer doesn't desire much to switch over.
How to measure customer satisfaction
The following
parameters help to measure customer satisfaction.
Loyalty pays, so do
loyal customers. Shoppers' stop marketing strategy of hooking loyal customers
by offering exclusive sales promotions, in-store events and reward points seem
to be paying good dividends. The Rs 276 crore retail chain today has more than
lakh loyal customers who contribute more that 45 per cent to the turnover.
A new
customer is enrolled as a FCC classic member when we shops for Rs 2,500 or
above in a single day and up to Rs 10,000 a year. More than anything else, it
is the First Update, a fashion and lifestyle magazine, which seem to be a hit
among loyal customers.
This
August is marked by the launch of ‘skids', a club for youngsters at the retail
shop. The club will reward its members for achievements like standing first in
their exams besides extra-curricular and co-curricular school activities.
