Strat Mktg/Commun/Research
Opinions of the customer about the products or services offered by the business are integral to the improvement of competitiveness for sustainable profitability. For this reason, companies and businesses conduct customer satisfaction surveys, questionnaires designed to generate customer perceptions. Customer satisfaction surveys employ several types of questions, including multiple-choice, rating scale, nominal, and semantic differential or Likert scale questions. The essence of every kind of question is to generate insights about the internal environment of the business or company, the customer environment, and the external environment ( Hartline & Ferrell , 2013). Therefore, a customer satisfaction survey establishes vital connections between the three contexts, thus provides insights on the appropriate strategies needed to improve performance.
Questions on the survey address elements such as the rating of customer service and support and the level of satisfaction with the service or product. They also cover the likelihood of customers recommending the service or product, views on improvement of service, customers’ self-concept, and what they perceive as a put off in the company’s service or product. Drawing on Hartline and Ferrell (2013), it is inevitable that the questions cover diverse aspects of the different organizational contexts. For instance, soliciting the customer’s views on service improvement has direct implications for organizational strategy, objectives, and culture. On the other hand, knowledge on attributes of the product or service that put of the customer not only provides information on how the customer uses the item but also offers potential insights into the characteristics of the service or product offered by competitors. The details discussed indicate customer satisfaction surveys as indispensable in improving organizational performance and competitiveness.
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The primary role of customer satisfaction surveys is to establish an understanding of the external environment to align the internal environment to meet the needs of the customer environment. An example of the approach is the question of the customer’s self-concept, which provides an understanding of their socio-cultural aspects. In turn, the organization develops knowledge of the trends that drive customer preferences and can align its strategy and objective to meet those needs. Overall, the use of customer satisfaction surveys seeks to ensure the business undertakes critical improvements to retain customers because satisfaction and loyalty correlate.
References
Hartline, M. D., & Ferrell, O. (2013). Marketing strategy, text, and cases . South-Western: Cengage Learning.
