Research Proposal: Customer Satisfaction and Customer Loyalty

This homework assignment is a research proposal that examines the crucial relationship between customer satisfaction and customer loyalty, particularly within the context of media and communication. The proposal outlines the importance of these factors for business success, emphasizing that customer satisfaction is closely linked to customer loyalty. The assignment includes a literature review, incorporating summaries of three articles that explore the emotional and behavioral aspects of customer loyalty. The proposal considers customer satisfaction as a key indicator of loyalty, suggesting that repeated purchases and commitment reflect a customer's satisfaction level. The goal is to understand how to maintain customers and enhance business performance through customer satisfaction and loyalty strategies. The assignment also includes an outline of the research scope, purpose, and methodology, including whether the presentation will be individual or paired.

Running head: COMMUNICATION FOR MEDIA
1
The relationship between customer satisfaction and loyalty
Name
Course
Lecturer
Date

COMMUNICATION FOR MEDIA
2
Abstract
Customer satisfaction is a very important aspect and factor to be considered by every
company and business organization that wishes to increase its customer’s loyalty as a way of
creating a better business performance. One of the important questions that have been ringing in
the minds of scholars, entrepreneurs and investors are: what is the relationship between customer
satisfaction and loyalty. This is a research proposal based on the relationship between the two.
Defranzo, S. E. (2012, June 26). Customer Satisfaction vs. Customer Loyalty: What is the
difference between Customer Satisfaction and Customer Loyalty? Retrieved July 17,
2018, from Snap surveys: https://www.snapsurveys.com/blog/customer-satisfaction-
customer-loyalty/
Summary
Customer satisfactory is closely linked to customer loyalty for a successful business. An
entrepreneur cannot afford to lose his or her customers to their competition. The two main
factors that must be incorporated when setting long terms business goals are the customer
satisfaction together with the customer loyalty. To achieve the two, which go hand in hand, the
investors need to come up with a plan to satisfy the customers and thereafter get some feedback
on the satisfaction level. The aim of measuring or determining customer satisfaction is to ensure
a steady maintenance for one's customers. Thereby this is an indicator that customer satisfaction
is closely related to customer loyalty.

COMMUNICATION FOR MEDIA
3
Robert, L. W. (2003). customer service (3rd ed.). India: Mc Graw Hill Irwin
Summary
Customer loyalty is termed to be an emotional attribute rather than something rational.
Loyalty from a customer is triggered by the customers urge to maintain a good relationship or
bond with a certain organization offering a certain good or service or a brand. A good
relationship generally, is built and grown by great trust between the parties. In this case, the
parties are the customer and the investors or the entrepreneur. If an investor aims at satisfying the
customers first, then the customers will build a strong relationship with that good, that
organization and that brand. The customer will have a strong trust in the seller and thereby end
up being a very loyal customer thus explaining how customer satisfaction is related to loyalty.
woodcock, N., & Stones, M. (2003). Managing. The Customer Management Scorecard, 11-20
summary
If an investor or a business owner wants to know the level of satisfaction of their
customers, repeated purchase by a customer and their commitment can be a very relevant tool to
use. A satisfied customer will always come for more and more when the need arises. The
customer habit of coming repeated times willingly are what can be termed as loyalty. This shows
there exists some link between customer satisfaction and loyalty.