The Impact of Customer Satisfaction on Consumer Behavior

This essay delves into the critical role of customer satisfaction in marketing and its profound impact on consumer behavior. It emphasizes that customer satisfaction is a key element that organizations should take into consideration, as it directly influences profitability and growth. The essay highlights the importance of product and service quality, promotions, and discounts in enhancing customer satisfaction. It discusses the concept of customer loyalty, repurchase behavior, and the significance of understanding consumer expectations. Various models and strategies for measuring and improving customer satisfaction are examined, including surveys and analysis of consumer needs. The essay underscores that in a competitive market, prioritizing customer satisfaction is crucial for long-term business performance, minimizing customer churn, and fostering positive word-of-mouth. The analysis also covers the impact of satisfaction on consumer purchasing patterns, the relationship between expectations and reality, and how businesses can enhance the shopping experience to drive consumer loyalty.

Running head: International consumer behavior
International consumer behavior

International consumer behavior
Customer Satisfaction
Abstract
Customer satisfaction is a very essential aspect that should be taken into consideration by
every organization. The marketing concept gives main focus on orientation of the consumers.
The enhancement in the customer satisfaction can be done by enhancing the quality of the
product and by providing effective services to the consumers. The main aim of this paper is to
elaborate the satisfaction level of customer. Customer satisfaction is considered as a very
important element that should be taken into consideration by every organization. The
enhancement in the customer satisfaction has led to increase in the profitability of the
organization. It is analyzed that the customer satisfaction is beneficial for the customer as well as
for the organization. The profitability of the organization is dependent on satisfying the
customers. If the customer is satisfied with the product then it can give enhancement in the
profitability and growth of the organization.
Customer satisfaction can be enhanced by giving promotions and discounts to the
consumers. Satisfaction level of the consumers is very beneficial for the organization, as the
profitability and growth of the organization depends upon the level of satisfaction the customer
possessed. If the customers are satisfied with products and services they will buy the product
again and again. It is seen that the consumption pattern of the consumers increase with increase
in level of satisfaction (Bharati & Chaudhury, 2015).
The satisfaction of the customer can be measured by taking into consideration the
products and services that are supplied to the consumers. Customer satisfaction is related with
the number of customers who attained the great experience with the firm and its products. The
rating or the feedback that is given by the customer plays a great role to evaluate the
performance of the organization. It is also referred to as repurchase behavior and also it is
considered as mouth to mouth referrals (Solomon, 2014). The concept of customer satisfaction
originated from the word customer loyalty. It is a psychological theory of customer to enhance
the trust in the company’s product and in the company brand. Customer loyalty is considered as
a state of continuity that is concerned with the behavior of the consumer. Affective component is

International consumer behavior
related with the attitudes of the consumer towards the company and also the employees who are
working in the organization. Due to the increase in competition level it is seen that customer
satisfaction plays a great role so that the organization can easily attain goals and objective in an
effective manner (Oliver, 2014).
To compete in the market the main responsibility of the organization is to make customer
satisfied with the product that are offered in the market. The marketing cost is reduced when
there is customer loyalty related with the company. Loyalty of the consumer towards the
company helps to reduce the marketing cost and also helps to protect the company from the
increasing competition level. The main element that helps the organization to increase the core
competitiveness and also to enhance the long term business performance is concerned with the
loyalty of the customer towards the product. It is seen that if the customer is satisfied with the
product or the product satisfy the needs of the consumer, then the product can be successful in
the market (Orel & Kara, 2014).
Customer satisfaction is an element that is very useful to be taken into consideration to
implement proper marketing strategy. The strategies are based on analyzing the needs and wants
of the consumers. The customer satisfaction is a concept that is based on promoting the product
in the market. It is seen that the consumer will be only satisfied when the product fulfills the
needs and requirements of the consumers. The concept of customer satisfaction is taken into
consideration by every company, so that the profitability of the organization can be accessed.
The quality is the major element that enhances the level of satisfaction of the consumers
(Scherer, Wünderlich & Wangenheim, 2015). Customer satisfaction is influenced by the value
that is offered and also the product that is offered to the customer of the best quality. Consumers
are more concerned about the quality of the product. If the quality of the product is good, then it
is seen that the customer attain the satisfaction level and if the product that is offered by the
company is not good then it can be very difficult for the organization to survive in the market. So
the company should give main focus on enhancing the quality of the product, because the
satisfaction level is based on the product of the quality. Customer satisfaction is referred as a
marketing term that evaluates how products or services are supplied by the company to meet the
expectation of the consumers. Satisfaction of the customer is very important because it gives

International consumer behavior
marketers and owner the business metric so that they can easily manage and improve the
operations of the business (Goetsch & Davis, 2014).
In today’s scenario customer satisfaction is an aspect that is taken into consideration by
every organization for attaining growth and profitability of the organization. Customer
satisfaction provides an opportunity to the company to measure the expectation level of the
customers. It is related with the factors like quality of the product, the quality of services that are
provided and also the price of the product. The organizations always use surveys to analyze the
satisfaction level of the customers. The surveys are used to collect the information about the
likings and disliking of the consumers and also take into consideration the consumption pattern.
The surveys that are conducted are based on the quality of the product, value of product related
with price, product availability and also effective services that are provided by the consumers
(Mithas, Krishnan & Fornell, 2013).
The expectation level that is set by the company is analyzed by taking into consideration
the level of satisfaction of the consumers. The companies now a day give focus on the need and
requirements of the consumers. If the product which is introduced in the market is according to
the need and wants of the consumers, then the organization can easily attain success in the
market (Rubin, Fernandes & Avgerinou, 2013). To satisfy the consumers it is very essential to
analyze the needs and wants of the customers. There are various models that are made to define
customer satisfaction. The models that are developed are service profit chain model in which the
relationships between the profitability, customer loyalty is established. Customer is considered as
an asset to an organization. If they are not satisfied then it can be very difficult for the
organization to sustain in the market (Fullerton, 2014).
Customer satisfaction is a term that is related with marketing and it considers the
expectation level of the consumers. It is very essential as it gives marketers and the owners of
the business an idea that how to manage the operations of the business. It is seen in the survey
that out of 200 marketing managers, 71 percent answered that the customer satisfaction is very
useful to manage and monitor the activities of the business. The important points that describe
about the importance of the customer satisfaction are that it is a process of repurchase intentions
and loyalty (Fang, Chiu & Wang, 2011). The satisfaction of the customer is analyzed by asking
the customer to rate out of 10. If the customer rate 7 then it can be considered that the

International consumer behavior
satisfactory products or services are provided and it give direct indication that the consumer will
come back to repurchase the item. Customers who rate 9 are the potential and these types of
customers should be given more focus. These are the consumer who enhances the profitability of
the organization. If the customer rate 6 it is a warning signs that a customer is unhappy or it is a
stage where the consumer will consume less products of that company. These types of the
customers are needed to be mentioned in the watch list so that it can easily be analyzed that why
they are unsatisfied with the product. In a competitive market the competition is for the
customers and differentiation is analyzed in the behavior of the consumers. The companies who
sustain in the competitive environment are the one that enhances the satisfaction level of the
customers as a key element of business strategy (Dabholkar, 2015).
It is analyzed that the price of the product is not the important factor which is related with
the customer satisfaction but the quality of the product plays a great role. Customer satisfaction
is the element that is used to minimize the customer churn. To track the customer satisfaction the
new processes can be taken into consideration to enhance the overall quality of the customer
service. Customer satisfaction also plays a great role to reduce the negative word of mouth. To
minimize or to eliminate the negative mouth of word it is very necessary to measure the level of
customer satisfaction. Tracking that is linked with changes help to search about the customers
that are happy with the product or services offered by the organization. It is seen that to attract
customers towards a product it need and covers a huge cost. The organization implements a
different marketing strategy that attracts customers towards the products (Claiborne & Sirgy,
2015).
To retain the customers in the organization it is seen various strategies are adopted like the blogs
are used to educate the consumers, email promotion vouchers are send to the consumers and also
many surveys are conducted to find out the appropriate outcome. Organization tries to enhance
the level of customers by giving offers and discounts on the products (Bansal & Taylor, 2015).
If the consumers are satisfied and happy with the product then the inducement to buy the product
arises between the consumers. The satisfaction level of the consumers depends upon the
strategies that are implemented by the organization. It is not only the method that measures the
customer loyalty or identifies the unhappy customers but it enhances the revenue of the

International consumer behavior
company. It is a main point that helps to induce the customers to buy more and more product of
that company (Collier & Bienstock, 2015).
Customer satisfaction is a measure of how the products and services are given by the
company to meet the expectation of the consumers. The basic objective of customer satisfaction
is that it drives profitability. A customer who is satisfied will get attracted towards the product
again and again. If the consumer comes back then it can enhance the profitability of the
organization. Satisfaction is very important to minimize the consumer’s uncertainty about the
company honesty and also the ability to offer the products and services correctly by considering
the marketing concept. Customer satisfaction is concerned with the frequent purchases that the
consumers do with loyalty. Consumption of goods and services is taken into consideration by the
consumers. At the time of consumption the person accesses the goods that are offered and also it
gives direct effect on the consumption pattern (Huang, Yen, Liu & Huang, 2014).
The purchase satisfaction is the ratio that is related with the expectations of the buyer and
the quality of the product. If the expectation does not meet then the consumer feel disappointed
and when the consumer feel satisfied with the product then it is analyzed that the purchasing
pattern of the consumer enhances. The customer satisfaction degree is based on the decision to re
purchase and to give recommendations to its friends and relatives. To make the consumer
satisfied the marketing manager should try to reflect the features and also reality of the goods.
There are many retailers that understate the qualities of the buyer so that the consumer can attain
pleasure of shopping (Bansal & Taylor, 2015). Satisfaction of the product is dependent on re
buying behavior of the consumer, if the consumer is satisfied and the product satisfies the needs
then it can be seen that consumer come back to avail the products or services that are offered by
the organization. For example : It is seen that the choice of the customer while purchasing a car
states that there is direct connection between the satisfaction level of the consumer and also the
desires that is related with purchasing the product. The customers who are unsatisfied give
reaction in a different manner. One can stop utilizing the good or can return the goods that do not
satisfy the needs of the consumer. The consumers also have the right to complaint against the
product if the quality of the product is not according to the expectation of the consumers. If the
customer is not satisfied with the product then it will give negative impact on the goodwill of the
product (Jahanshani, Hajizadeh, Mirdhamadi, Nawaser & Khaksar, 2014).

International consumer behavior
So, it is very necessary to give focus on enhancing the level of satisfaction of the
consumer, so that the company can easily attain success in the market. Satisfaction is connected
with the subjective perception of how the manufacturer meets the needs of a consumer. The main
key element for the business is the satisfied consumers who are committed towards the
organization. If the accurate measurement of the satisfaction level of the customer is done then it
is seen that managers cannot make corrective decisions about the needs that should be improved
for the products and services. The investigation on the customer satisfaction is best for the
organizations as it helps to attain the goals by giving assistance to the users of the product
(Agnihotri, Dingus, Hu & Krush, 2016).
It is seen in many investigations that technology factor and service quality has a great
role in enhancing the level of customer. As the consumer searches the product online and if the
reviews that are given by the customers are good, then the consumer purchase the goods. The
business is fostered by seeing enhancement in the customer satisfaction level. The consumers
purchase the product online also that needs a high level of satisfaction. If the customer is not
satisfied then they will be not willing to pay in advance, so in this it is very essential to create a
good image of the product in the market. Trust and risk is considered as a psychological concept
that identifies the customer online purchase behavior. Trust is a key function that should be there
in every consumer. If the consumer does not possess trust for the company then they will not buy
the product (Luo & Homburg, 2013).
Conclusion
So, the strategies that are adopted by the company should give main focus on enhancing
the trust between the employees. Customers are considered as a source of organization life, the
need and wants of the consumers should be taken into consideration at the time of making
business marketing. To attract the consumers it simply means that the organization can easily
compete with the competition level that is prevailing in the market (Srivastava & Kaul, 2014).
The service quality management can enhance large scale of satisfaction level of the customers. If
the organization attains the connection between the customer satisfaction and loyalty then the
marketing strategies can achieve global customer satisfaction and loyalty in future. So, it is seen
that the company should give main focus on enhancing the level of customer satisfaction so that
the growth can be attained of the organization in an effective manner. Customer satisfaction is an

International consumer behavior
important aspect that should be taken into consideration by every organization. Without
customer satisfaction no organization can compete in the competitive environment. For the
survival consumers are very essential for the organization (Thaichon, Lobo, Prentice & Quach,
2014).
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International consumer behavior
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