Report Individual Customer Satisfaction

1. INTRODUCTION

The purpose of this report is to show the discussion in more detail about the topic that I have chosen from marketing scope which is customer satisfaction. This selected topic is very relevant when we are about to study the strategic management. This is because any company who are involved in any business in the world have to create their strategy for their success. So one of the strategies is to ensure their company, no matter selling product or services could satisfy their buyers in order to ensure the repeat purchase and to maintain the company profit growth. The study of customer satisfaction has become a paramount factor in the area of marketing as more organizations are trying to retain the customers for their business survival. To give the example of my topic, I have chosen the most popular airlines business which is Air Asia company attach with journal studied the satisfaction case of the Air Asia customers.

2. LITERATURE REVIEW

In business the word customer's satisfaction is very common because the term is frequently used in marketing. From my understanding, the meaning of customer satisfaction is when customer get all the values from their money expensed. Satisfaction is when what we get is higher than our expectation. From Wikipedia, customer satisfaction is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals.

It is seen as a key performance indicator within business and is often part of a balanced scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy.

Within organizations, customer satisfaction ratings can have powerful effects. They focus employees on the importance of fulfilling customers' expectations. Furthermore, when these ratings dip, they warn of problems that can affect sales and profitability. These metrics quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-mouth marketing, which is both free and highly effective.

Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able do this, firms need reliable and representative measures of satisfaction. In researching satisfaction, firms generally ask customers whether their product or service has met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When customers have high expectations and the reality falls short, they will be disappointed and