Impact of Customer Satisfaction on Brand Loyalty: A Case Study on Kanaknidhi Enterprise

Customer satisfaction
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Research Topic. Customer satisfaction............................................................................................3
INTRODUCTION...........................................................................................................................3
Background of the organisation..............................................................................................5
Review of problem/issue........................................................................................................5
Rationale for selection of topic...............................................................................................6
Literature Review.............................................................................................................................7
REFERENCES................................................................................................................................8
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Research Topic. Customer satisfaction
INTRODUCTION
Consumer satisfaction is mainly defined as measurement that determines the extent at which
consumers are happy with organization capabilities, products, and services. Consumer
satisfaction plays vital role for every organization irrespective of its size and scope (Amalia and
Putra, 2021). As with the help of consumer satisfaction organization can measure consumer
retention and loyalty and can further undertake various strategies to enhance revenue and overall
level of consumer satisfaction. There are various factors which affect consumer satisfaction that
include technology, consumer understanding and services. It is important for an organisation to
analyse all these factors which are having positive and negative impact on consumer service to
develop a strong base of satisfied and loyal consumers. To improve consumer satisfaction level,
it is essential for a company to provide transparent services and facilities to consumers with an
honest marketing. In addition to this it has been identified that consumer satisfaction has direct
impact on profitability and sales of organization as they are the main source of the success of
organization, as satisfy consumers tend to repeat purchase which increases brand loyalty
(Geebren, Jabbar and Luo, 2021). Furthermore, it has been underlined that consumer satisfaction
is mainly used as a key performance indicator which helps in tracking the measure at which
consumers are satisfied with company products and services. This is mainly a psychological state
which is measured by expectation of consumers. In simple terms consumer satisfaction is defined
as how well organization services facilities and product fulfil consumer expectations and needs.
With the help of measuring consumer satisfaction organization can efficiently identify their
weakness and can find out measures to improve the services to significantly maximise overall
level of consumer satisfaction. Consumer satisfactions maximise consumer lifetime value which
is important for every organization whether it is operating in small medium or large sector, as if
business underestimate day the importance of consumer satisfaction, then need to invest more in
acquiring new consumers. Consumer satisfaction enhances lifetime value which significantly
increase organization brand exposure in market segment. With the help of having strong base of
satisfied consumers organization can maximise their overall revenue in a well-defined and
effective manner. Consumer satisfaction plays essential role for an organisation and effectively
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