International Marketing Assignment Report

Running head: INTERNATIONAL MARKETING
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International Marketing
Name
Institution

INTERNATIONAL MARKETING 2
International Marketing
Introduction
Customer satisfaction management provides a vital framework to understand how
EuropAssistance Insurance agency is faring concerning the identified critical success factors.
The survey provides different metrics that identify the strengths and weakness of the
organization as well as identify the areas where the organization has failed to deliver as per
the predetermined standards. According to Kaura, Prasad and Sharma (2015), the quality of
service provided by the organization as well as the convenience, price fairness dictates the
level of customer satisfaction achieved by an organization. The relative importance of the
critical success factors in ascending order is business ethics of insurance, expansive
worldwide network, convenience and worldwide assistance. The success factors have an
essential percentage of 30,25, 24 and 21, respectively. Consequently, this provides the crucial
areas that are valued by the stakeholders in the business. The human face of insurance is the
most vital aspect as per all the stakeholders. The firm is customer-centric, and the needs and
wants of the customers are paramount. It is then followed by a global network which refers to
the representation in different countries with a workforce that understand the local customers.
Convenience takes the third position and refers to the fact that customers do not have to
worry about the time and reliability of the services provided. Global coverage means that the
company is involved in many countries and can help where and when it is needed. Although
this framework is somewhat basic, it shows that the organization should remain committed to
ensuring customer satisfaction as evidenced in the relative importance.
Customer satisfaction gaps help in evaluating the quality of services provided by the
organization. Analysis of graphs is crucial in understanding why customers experience low-
quality services and provide insights for the management of areas to prioritize to improve
customer satisfaction in the business. Margulies et al. (2014) argue that gap analysis helps the

INTERNATIONAL MARKETING 3
management to understand the antecedent causes of customer satisfaction and helps in
providing possible answers to the discrepancies experienced. The total value gap at1.096
represents the discrepancies of the perceived customer experiences and the expectations from
the insurance. The management of EuropAssistance should be concerned about such a
tremendous value gap. It shows that the consumers receive significantly less satisfaction from
the services they receive in the organization. The compatibility compared the satisfaction
perceptions of the customers and the management. At, 0.722 it is a considerable difference
and exhibits and underlying problems. The design gap is 0.210 and is the comparison of how
employees perception of the services provided to that of the actual market value. The
alignment gap which came third at 0.154 reveals the organizational discrepancy of the
expectations of the management and the employees. The employees are not meeting the
management expectations. The priority of the management should be reducing all the
disparities from the value gap compatibility gap, design gap, and perception gaps to a
desirable level that indicates optimal customer satisfaction and quality services.
Customer satisfaction gaps indicate that the organization failed to meet consumer needs.
Critical analysis of customer satisfaction gaps provides the problems that the management
should prioritize and creates the need for the corporation to establish an effective and
efficient customer relationship management. Hassan, Nawaz, Lashari and Zafar (2015) assert
that customer relationship management is paramount in improving customer satisfaction. The
researchers also argue that corporations that interact proactively with their customers can
meet the consumer demands and improve the level of satisfaction of their customer base. The
vast discrepancy in the compatibility gap is a lousy indicator as it shows customers expect
more than the management. Moreover, such a difference indicates that the administration
lacks enough knowledge of the expectations of the customers. Rahimi and Kozak (2017)
argue that corporations must retain existing customers by improving customer satisfaction