Ask a question from expert
Importance of Customer Satisfaction in Online Marketing
16 Pages2704 Words132 Views
Added on 2019-10-12
Importance of Customer Satisfaction in Online Marketing
Added on 2019-10-12
BookmarkShareRelated Documents
1. AbstractA marketplace does not only aim to attract new customers but it also concentrates on retaining their existing customers by implementing various procedures and policies for customer satisfaction and loyalty. In the automobile sector, customer satisfaction is associated with serviceand its quality. In order to improve customer loyalty and to enhance the brand reputation of the organization, a management approach focused primarily on customer satisfaction is required. This study aims to perform a quantitative analysis of sgCarMart.com in order to evaluate the overall customer satisfaction rate. The study concludes by discussing the result and proposing improvement in the customer satisfaction management for the company.
Table of Contents1. Abstract........................................................................................................................................12. Introduction..................................................................................................................................32.1 Background history................................................................................................................32.2 Purpose of the Study..............................................................................................................32.3 Objectives..............................................................................................................................32.4 Research Questions................................................................................................................33. Literature Review........................................................................................................................44. Methodology................................................................................................................................65. Analysis.......................................................................................................................................75. Discussions..................................................................................................................................96. Conclusion.................................................................................................................................107. References..................................................................................................................................11
2. Introduction2.1 Background historysgCarMart.comis Singapore’s leading online marketing site which operates in a variety of businesses related to car auction, vehicle classified, car insurance, loans and settlement services. This company was founded in 2004 originally as a car classified services with three-person team.In 2007, it managed to break even and since then it has grown to a large team having more than 60 staff members. As per some reports, the leading online marketing site has earned annual revenue of US$4.04 million with over 10,000 listings on its site (Singapore Press Holdings acquires sgCarMart.com for US$48M in cash, 2016). For upgrading their network, sgCarMart.com was seen to tap into IDA's IPv6 Transition Programme in March 2012. In order to retain its success in the cut-throat environments, the company is aiming towards fulfilling all the needs and wants of the customers and using customer satisfaction as their key element for business strategy.2.2 Purpose of the StudyThe purpose of this study is to recognize the customer service level of the sgCarMart.com. The study will initially address the literature related to the customer service for constructing the study. 2.3 ObjectivesTo assess the customer satisfacton in online marketing siteTo study various factors required for customer service implementationTo identify the principal causes for dissatisfaction and satisfaction among customersCollect various figures and facts of sgCarMart.com
2.4 Research QuestionsThe primary question aimed for this study is “What is the importance of customer satisfaction in development of the online marketing site?”Keeping this in mind, the questions framed for this study are:What is the perception of the customers regarding sgCarMart.com in terms of the servicesbeing provided?Does sgCarMart.com have an efficient customer service management?What are the factors for implementing a successful customer service?3. Literature ReviewCustomer satisfaction has been generating immense interest and is considered as a tool for evaluating the quality of the service or the product. Positive response from the customers is considered as the best indicator of future profit of any organization. Kotler & Philip (2009) have characterized satisfaction as the evaluation of the quality of the product or service post-purchasing as compared to the expectations from the pre-purchasing. Customer services are highly personal assessment which are directly related to the expectations of the customers. Han, Mack and Karp, Peter (1989) defined a satisfied customers present in public as well as public sector as the one who receives significant added value to their bottom line. The marketing managers are bound to be influenced by the expectations of the customers in this competitive business environment and look out for meeting the demands of their customers. Nick Wreden (2004), stated that in order to avoid any issues and problems arising from the complex between customer differences and expectations, company should concentrate on customer equity and
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents
Study Customer Service Level of sgCarMartlg...
|17
|3234
|137
Research Paper on Customer Satisfactionlg...
|15
|2595
|148
Study on Customer Satisfaction Ratelg...
|11
|2126
|246
Customer Satisfaction Level of the sgCarMart.com | Assignmentlg...
|9
|1369
|274
A Study of Antecedents and Consequences of Customer Satisfaction with Respect to Litus Automobileslg...
|12
|2956
|435
Customer Satisfaction In Building Customer Royalty On Singapore Airline 1 Customer Satisfaction In Building Customer Royalty On Singapore Airline 1 Customer Satisfaction In Building Customer Royalty Olg...
|26
|7225
|352