o Quality of product

o Value of product relative to price - a function of quality and price

o Time issues, such as product availability, availability of sales assistance, time waiting
at checkout, and delivery time

o Atmosphere of store, such as cleanliness, organization, and enjoyable shopping

environment

o Service personnel issues, such as politeness, attentiveness and helpfulness

o Convenience, such as location, parking, and hours of operation

In a survey of nearly 200 senior marketing managers, 71 percent responded that they found a
customer satisfaction metric very useful in managing and monitoring their businesses.

In researching satisfaction, firms generally ask customers whether their product or service has
met or exceeded expectations.

Thus, expectations are a key factor behind satisfaction. When customers have high
expectations and the reality falls short, they will be disappointed and will likely rate their
experience as less than satisfying. A business ideally is continually seeking feedback to
improve customer satisfaction.

Importance of Customer Satisfaction

Sometimes companies are misguided by the notion that customers depend on them. The truth
of the matter is that we very much so depend on them. The level of satisfaction a customer
has with a company has profound effects. The level of
Customer’s satisfaction has a positive effect on profitability:
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