Customer Satisfaction Assignment Report

Running head: CUSTOMER SATISFACTION
Customer Satisfaction
Name of the Student:
Name of the University:
Authors Note:

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CUSTOMER SATISFACTION
Brief Summary of the Theory and Progression in the Field (i.e., how has the Theory
Developed since First Proposed?)
Abd-El -Salam, Shawky and El-Nahas’s research, carried out in the year 2013, proposes that
in today’s extreme competitive markets, disparity amongst the organizations in accordance of
prices, products and service features as well as the worth of the delivery arrangement is
extremely difficult. Hence, it is a must to position the organization within the customers’ mind or
the black box with the help of communication mediums like advertising, postures, publicity,
banner ads, promotion, public relations, and personnel selling. In addition to this, according to
Hennig-Thurau and Hansen, customer satisfaction is the individual customer’s emotional
response to the observed difference between the performance evaluation and expectations. In a
wider sense, people who are left with disconfirmed hopes and beliefs tend to be dissatisfied.
Moreover, it is beneficial for the organization in the longer run to keep their existing customers
and buyers happy and satisfied.
It is a well-known fact that the businesses that are growing every day are more in the cards to
prioritize their customer’s success rather than those who have a stagnant or decreasing revenue.
Also, successful customers most of the times become the finest salespeople for the organization.
Over the years the theory and concept of customer satisfaction has immensely grown and
become important for the companies to keep a constant check on it. A customer who has been
left unsatisfied does not just influence the businesses but it also has an impact on the morale of
the company and the rate of retention. The authors of the other two articles also believe that trust
is a mutual concept and cannot be forced upon anyone. They believe that trust prevails only
when the customer thinks that the service provider is dependable and has a high level of
integrity.

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CUSTOMER SATISFACTION
Common Themes/Findings across the Four Articles
As mentioned, Abd-El -Salam, Shawky and El-Nahas’s research emphasizes the
importance of customer satisfaction and draws a relation between the aspects of corporate image
and reputation in accordance to how satisfied the customer is, where trust amongst the consumer
and the supplier plays a critical role in their effectiveness. Likewise, the work of Kaura, Durga
and Sharma, and Margulies et al indicate that satisfaction midst the customers play a critical role
on organizational outcomes. The work of Margulies et al indicates that, customer satisfaction is
crucial in order to create a long-term bonding with the customers. Although, maintaining it is
extremely time consuming and a hard task as the organizations need to deliver their worth again
and again.
It seems to be clear that the companies try their best to fulfill the needs of their
customers. Satisfied customers generally come back and purchase more, they even communicate
with other people regarding their experiences, and this in return, a lot of times acts as an
exception for the honor of conducting business by means of a supplier which they trust. It was
also seen that the fact that the cost of retaining a customer is simply one tenth of gaining a
different one was common amongst these four articles. Thus, when an organization gains a
customer, they more often than not hang onto them. Their work also suggests that in order for
any organization to succeed, they must conduct a customer satisfaction survey every once in a
while to understand their position in respect of customer loyalty. Kaura, Durga and Sharma
believe that the more a customer is satisfied, the more they will purchase and communicate about
the organization which will in return promote them. Also, this will tend to reduce the negative
word of mouth.