Customer Satisfaction

Introduction Customer satisfaction is a term commonly used in marketing (Wirtz & Bateson, 1995). Measure how the organization's products and services meet or exceed customer expectations (Farris, Bendle, Pfeifer, & Reibstein, 1995). In intense markets, companies compete for consumers and customer satisfaction is a decisively different factor that has grown to be a major element of business strategy (Gitman, & McDaniel, 2005). Therefore, corporate management of customer satisfaction is very important (Wirtz & Bateson, 1995).

Customer satisfaction The total customer satisfaction (TCS) is a buzzword and philosophy for the global business community of the new century. The concept of customer satisfaction has recognized the concentration of practitioners and scholars around the world over the past 40 or 50 years and many researchers have tried to define the term customer satisfaction and the transaction process. Customer satisfaction plays an important role in corporate marketing thinking and practice, and service companies are no exception. Kotler & Keller (2006) assumes that customer satisfaction is an idea of ​​that person's satisfaction or dissatisfaction by comparing the visible performance of a product or service related to a person's expectation. In a related definition, Juran (1991) stated that customer satisfaction is the result of providing distinctive behavior based on customer needs and needs.

Customer satisfaction is the center of marketing. Customer satisfaction is to evaluate services or products as meeting their needs and expectations. Richard L. Oliver (1997, p.13) defines customer satisfaction as "satisfaction is a consumer satisfaction response". Determining the product or service function, or product or service itself, provides a satisfactory level of consumer-related fulfillment. Satisfaction is influenced by their perception of customer's emotional response, attribution and fairness. As defined by Kotler (2000, p. 36), "Satisfaction is the degree of pleasure or disappointment obtained by comparing perceived performance (or result) of a product with your expectations" . Clark (2005) stated that "Services are defined as a combination of results and experiences exchanged with customers, so customers determine the quality of service based on experience and results."

There is a paradigm shift between customer satisfaction and CX. Customer satisfaction focuses on products or services, customer experience focuses on customers, aims to build an ecosystem that enables people to achieve seamless, repeatable and rewarding experiences at every point of contact with the company or brand I will. The design of the customer journey map is a useful tool for evaluating the current CX level. By drawing various steps of the trip based on each touch point (brand, company, service etc), create a diagram of "situation" that can be compared with the "should" in the future and what do we need to do? You can judge. It is to narrow this gap. Customer Journey Map is a powerful continuous improvement tool whose purpose is not only to gather data from customers but also to convert that information into actions focused on worthy and useful CX.