subject: Why to conduct customer satisfaction research program [print this page] Why to conduct customer satisfaction research program
Customer satisfaction is the primary objective of any organization. The profitability of the organization is totally dependent on the level of customer satisfaction. So the company should conduct satisfaction research program from time to time.
Customers playan important role in marketing activity. Days are gone when the market was called as buyer's market. Today's market is treated as customers market and customer is the king of this market. Any products or services are designed as per the requirement of the customer. The primary objective of any type of business is profit maximization by customer satisfaction. So it is a better idea to conduct research program in a regular time interval.
Customer satisfaction is directly linked with the profitability of the organization. If the customers are satisfied with the service or product of the company, they will suggest others to buy the same product. It will increase the sales volume, which will lead to the profit maximization of the organization. Every customer comes to the service provider to get a better quality of service. The degree of satisfaction is linked with the retention of customers with the product or service. If the customer feels that, the product will satisfy his need, he will make repeated purchase of the product. So it is a vital decision for a buyer to conduct research program to measure the degree of satisfaction of the customer.
The success or failure of a product or service depends upon the degree of satisfaction of the customer. If the customer is satisfied with the product, he will become loyal to the organization and will spread his feelings to other by word of mouth conversation. Satisfaction research provides an opportunity to the organization to measure the level of satisfaction of the customer. The company can't sustain in today's cut throat competition without a proper research program. The company can follow following two types of survey program for that purpose.
Transactional survey is a special type of customer satisfaction research program where the company tries to collect the feed back of the customer about the product just after the delivery of the product. A surveyor conducts this type of research program just after the transaction of the product from the company to the final user.
Relationship survey is another type of research program where the surveyor visits to the old customers in a regular time interval and collects their feedback about the product or service. These types of satisfaction research program can be conducted with weekly or monthly or quarterly basis.
