Consumer Satisfaction and Business Success: A Literature Review

This literature review, titled "Importance of consumer satisfaction for a successful business," examines the critical role of customer satisfaction in achieving business success. The review, completed for the Academic skills and studying with confidence module (BMM3113), synthesizes findings from five articles. These articles explore the impact of trust and satisfaction in e-commerce, customer retention strategies, the influence of tangible service quality attributes, the effects of employee acculturation behaviors, and the role of social media in enhancing customer satisfaction. The review highlights the interconnectedness of customer loyalty, service quality, employee interactions, and the use of social media platforms in fostering positive customer experiences and driving business growth. It concludes by emphasizing the importance of understanding customer needs and adapting business strategies to meet those needs for sustained success. The review also provides a critical evaluation of the selected articles, discussing their strengths and limitations, and suggesting areas for further research.

Title of literature review: Importance of consumer
satisfaction for a successful business
Module name: Academic skills and studying with
confidence.
Module code: BMM3113

Table of Contents
INTRODUCTION................................................................................................................................3
MAIN BODY.......................................................................................................................................3
Article 1. (Kim et, al.2005)..............................................................................................................3
Article 2 (Larsson and Broström, 2019)..........................................................................................3
Article 3 (Quang and et.al., 2018)...................................................................................................4
Article 4 (Sanjaya and et.al., 2017).................................................................................................5
Article 5 (Usha and et.al., 2017)......................................................................................................6
CONCLUSION....................................................................................................................................8
REFERENCES.....................................................................................................................................9
Books & Journal:............................................................................................................................9

INTRODUCTION
Articles are important to read as they help in increasing knowledge of a person at wider
scale. Main aim of this report is to understand the different articles to expand knowledge. So, this
report comprises four different articles. Customer satisfaction plays an important role within your
business. The leading measured variable is not only the measurement of customer loyalty, the
identification of unfortunate customers, the reduction of emigration and increasing sales.
This is also an important differentiation point with which you can win new customers in a
competitive business environment.
MAIN BODY
Article 1. (Kim et, al.2005)
Trust and Satisfaction, two Steppingstones for a successful E-Commerce Relationship:
Trust and satisfaction are essential ingredients for a victorious business relationship in business-to-
co electronic commerce. However, there’s very little analysis on trust and satisfaction in e-
commerce that takes an extended tudinal approach. Drawing on 3 primary bodies of literature, the
speculation of reasoned action, the extend valence framework and expectation theory. (Kim et,
al.2005).
Purpose: The main purpose of this article is to determinate the priorities for a successful and
trusted business.
Methods and Methodology: This study used 2 rounds of web-based surveys in study. Most of the
instruments were from constant respondents at 2 separate Tim custom-made from previous analysis
and changed to suit.
Findings: It is examined that it is necessary to have a trust and satisfaction business.
Article 2 (Larsson and Broström, 2019)
Ensuring customer retention: insurers’ perception of customer loyalty:
Customer retention means when the customer of company make repetitive purchase from
the company. As customer does no(Larsson and Broström, 2019)t buy goods or services once only.
Customer retention bring customer loyalty and value and also increase profits of the company. It
helps in building healthy relationship between company and customer. Consumer started trusting
the company because they are getting value in exchange for money. It also means that engaging
customers so that they continuously buy from the company. It is not like customer acquisition as in
this customer is already converted. If company follow good customer retention strategy then good

relations will build with customers who become loyal with the brand. Existing customer can also
help company in doing marketing with word of mouth promotion. Word of mouth is the marketing
technique which is helpful in bringing more loyal customers. Company can increase the rate of
customer retention through market survey. If company once analysed demand and preference of
customer and make products accordingly then customer will not move to rival company (Larsson
and Broström, 2019). As they feel that company is satisfying their demands and hence will also
increase customer loyalty (Larsson and Broström, 2019). Communication will also help in customer
retention. Company should use social media platforms and posts timely on that so that can increase
customer engagement. Company should also come up with discounts or offers or loyalty programs
so that can helpful in retaining the customer.
Purpose: The purpose of this article is to shed light on customer retention and their
importance in getting customer loyalty. Customer feedback is very important if company want to
survive for long period. If company will listen to customers then only they can improve and this
will also help company to beat the competition. In the competitive world customer retention is not
very easy. Company's are struggling with customer retention because of strategies like low cost etc.
followed by rival companies. Thus, the purpose of this article is to know the market trends which
influence customer decision.
Methodology: Methodology means the method or ways which is used in research. When the
study regarding customer loyalty and digitalization was carried out SCOPUS database and web of
science were evaluated. The database approach has been used in order to get accuracy and
transparency in the research.
Findings: it has found that customer retention is important if company want growth and
brand recognition. Customer retention is secured by customer loyalty. Customer loyalty can get
from customer feedbacks. If company listen to customer or takes their feedbacks then they will feel
that they are valued by the company which will automatically increase their loyalty towards the
company. Once the customer is loyal then trust is build so that will force customer to not choose
rival company. Customer engagement is also essential for retaining the customer and by using
social media platforms company can retain customers through blogging, content writing etc.
Article 3 (Quang and et.al., 2018)
Understanding customers' satisfaction: Influence of tangible attributes of perceived service
quality:
Quality and responsiveness are known as important factors that drive customers' satisfaction. It is
directly associated with trust and loyalty among employees towards business. It makes company

reliable and customers also help in promoting their products with word of mouth.
Purpose: The main purpose of this article is to understand importance of quality in
increasing customers' satisfaction. It shows all main important factors among dimensions that can
help companies in hospitality sector to attract customers and increasing customers experience.
Methodology: It is important to have appropriate and accurate data related to the topic as
the main purpose of this study is to identify factors that leads better customers' services, so, it has
used primary data. For gathering all brand-new data rather than secondary, questionnaire has been
developed in which 147 people have been selected as a target people. This study is based on
restaurants or fast food companies of the UK so, data have been gathered from variety of fast food
restaurants. The main reason of selecting participants and collecting data from restaurants is to
know their experience about factors that helped them out in growing or expanding business.
Findings: Results from analysis suggest that quality and assurance play a vital role in
increasing customers' satisfaction rate. It is also found that customers become loyal with business
when they get products in a manner or quality that have been promised by companies (Quang and
et.al., 2018). When companies fulfil their promises and stick on them then it makes customers feel
valued and motivated towards buying products and services. It increases sales, customers retention
rate and image of company as well.
Article 4 (Sanjaya and et.al., 2017)
Impact of front-line service employees' acculturation behaviours on customer satisfaction and
commitment
Employees behaviours or way of talking plays a vital role in leading customers' satisfaction.
Rather than important factors such as quality of products, prices and others, interaction or relation
with customers also makes customers feel valued. When employees interact with customers in a
polite and effective manner then customers are more likely to stay with the company. They prefer to
buy products and it gives an effective impression on them.
Purpose: The main aim of exploring this paper is to identify impacts of all 4 types of acculturation
behaviour of front-line service employees on customers' satisfaction.
Methodology: Questionnaire has been developed and data have been gathered from customers of
retail sector in order to know that how they feel when front-line employees behave and treat
them in an effective manner. SmartPLS3 has also been used in order to test all hypothesis or
data,
Findings: From collected data it is found that integration as well as assimilation are 2 effective

behaviours that have positive impacts on customers' satisfaction. In this type of behaviours
employees try to adapt cultures of others and as per the customers' language and needs they talk
with them accordingly (Sanjaya and et.al., 2017). Overall it can be said that talking or behaving
with customers in a manner that can make them feel valued is key of success and customers
satisfaction. It is also found that separation is a negative behaviour that have negative impacts
on customers' satisfaction.
Article 5 (Usha and et.al., 2017)
Role of social media to enhance customers' satisfaction
Customers in this digital era spent their lot of time in social media and due to lack of time they shop
online. So, it can be said that social media can help retail and other sector in increasing customers'
satisfaction. They need to have knowledge about making use of social media and the suitable
platforms from where they can gather data and provide valuable services.
Purpose: The main purpose of this article is to know the best strategy and way that can improve
customers satisfaction via social media. It shows increasing role of social media specially in
retail sector for driving customers' experience.
Methodology: Conceptual model has been developed for the social media era and for
accomplishing goal. By combining ideas of value based and loyalty models, data have been
gathered. Questionnaire has been developed for gathering brand-new primary data for knowing
impacts of social media on customers' satisfaction (Usha and et.al., 2017).
Findings: It is analysed that customers find easier in getting products and knowing detailed
information via social media platforms. Companies on the other hand can also improve its
services with reviews, given by customers on social media platforms. It saves time and cost of
customers. So, by knowing ways to leverage potential of social media reviews with unique
service operations for satisfying customers.
Discussion and Analysis
Similarity 1: Main similarities that were found in all articles was: customers' satisfaction is
associated with quality and behaviours of employees. Effectiveness and skilled workforces are main
key that lead customers' experience.
Similarity 2: Other similarity among all articles were found that trust of customers towards
company lead to customers retention rate. This trust can be improved with valuable products and

promises that company do with customers. It improves image of the company and makes them able
to attract customers and increase sales to the great extent.
Similarity 3: Other similarities that were identified with all these above discussed paper was: way
of interacting of treating employees is important. Improved relation with customers help companies
of all sectors in increasing customers' satisfaction and making them able to stay with the company
for the long run. It is also found that customers' retention is associated with improved image of the
company.
Dissimilarity 1: One main dissimilarities that found is: Different ways of interaction or
communication does not have positive impacts on customers' satisfaction. It is found that some
ways like separation has negative impacts and it does not make customers feel valued.
Dissimilarity 2: Other dissimilarity was: different behaviours of customers as one style of
satisfying customers can not be fit on all types and behaviours of customers.
Dissimilarity 3: It is also found that all articles was different as different factors have been
identified in each article that can help in increasing customers' satisfaction.
A short critical evaluation:
Your own opinions in relation to
What have been overlooked on those 4 selected articles related with importance of customer
satisfaction ?
Customers satisfaction give several benefits to companies as by satisfying customers, companies of
all sector can increase their productivity and image.
What else should be included on those 4 articles related with importance of customer satisfaction ?
There is requirement of including impacts or benefits that companies can take by increasing
customers satisfaction. It should also be included the best way of increasing customers retention and
satisfaction rate.

CONCLUSION
From above report, it has been concluded that for customer satisfaction needs to be trust
between costumer and seller. So that knowledge and ideas are gained accordingly. So, discussions
have been about 4 different articles with online references. Therefore, it is evaluated that it is
important for person to be aware about different sectors.

REFERENCES
Books & Journal:
Astakhova, 2017. Actual and ideal-self congruence and dual brand passion. Journal of Consumer
Marketing.
Chang, M.K., W. Cheung, V. S. Lai. 2005. Literature derived reference models for the adoption of
online shopping. Inform. Man-agement.42(4) 543-559
Gielnik, 2017. Boosting and sustaining passion: A long-term perspective on the effects of
entrepreneurship training. Journal of Business Venturing, 32(3), pp.334-353.
He, 2020. Coronavirus disease 2019: What we know?. Journal of medical virology, 92(7), pp.719-
725.
Hu, 2020. Prevalence and severity of corona virus disease 2019 (COVID-19): A systematic review
and meta-analysis. Journal of clinical virology, p.104371.
Tripathy, 2018. Role of creative thinking as an imperative tool in communication at workplace.
Journal of Organizational Culture, Communications and Conflict, 22(2), pp.1-7.
ONLINE
Quang and et.al., 2018. Understanding Customers' Satisfaction: The Influence of Tangible
Attributes of Perceived Service Quality. Online Available through: <
https://www.emerald.com/insight/content/doi/10.1108/BFJ-08-2017-0449/full/html>
Larsson, A. and Broström, E., 2019. Ensuring customer retention: insurers’ perception of customer
loyalty. Marketing Intelligence & Planning. Online Available through: <
https://www.emerald.com/insight/content/doi/10.1108/MIP-02-2019-0106/full/html>
Sanjaya and et.al., 2017. Impact of Front-line Service Employees' Acculturation Behaviours on
Customers' Satisfaction. Online Available through: <
https://www.emerald.com/insight/content/doi/10.1108/MIP-02-2019-0106/full/html>
Usha and et.al., 2017. Role of Social Media in Retail Network to Enhance Customers Satisfaction.
Online Available through: < https://www.emerald.com/insight/content/doi/10.1108/IJOPM-
03-2015-0153/full/html>