Project Management: Measuring Customer Satisfaction

Project Management: Measuring Customer Satisfaction

Introduction

There are several approaches that have been suggested by marketers and researchers in corporate sector. The measures used by companies to analyze customer satisfaction evaluate the core and value added benefits offered by their products and services against the expectations of customers. It is believed that if the benefits offered by products or services exceed customer expectations then this phenomenon depicts a positive effect on overall customer satisfaction. The paper addresses different approaches that are used by organizations to analyze customer satisfaction; moreover, the paper also highlights different models and approaches used by organizations to analyze customer satisfaction.

Identification of Best Practices to Measure and Manage Customer Satisfaction

There are diverse practices adapted by multinational corporations to measure customer satisfaction. Nonetheless, after effective measurement of the components affecting customer satisfaction, organizations adapt efficient approaches to manage customer satisfaction. According to different sources, there are three psychological dimensions that influence customer satisfaction after consuming a product or service. These psychological elements and their influence on customer satisfaction are always dependent on customer's use experience.

The psychological elements affecting customer satisfaction are cognitive factors that are aligned with customer's expectation and evaluation of the product after its use. The second element affecting customer satisfaction is affective factor which is aligned with customer's emotional attachment to a particular brand. This form of customer satisfaction is not linked with use experience of the customer. This factor influencing customer satisfaction is related to a bond that is formed between an organization and its brand with customer (Lowenstein, 1997, 55-62).

These customers are called brand loyal customers and they are highly valued by organizations in different industries. Third factor influencing customer satisfaction is behavioral element. This factor is aligned with current or future actions of the customer. This factor is the ...