Video case report - Essay Example

However on this day, to everyone’s amazement, calls, emails and letters started flooding in, with every customer expressing dissatisfaction on various areas such as: product dissatisfactions, service delivery, the speed of the response and attention offered to the customers towards their complaints. The results were drastically affecting every sector within the firm, such as reduction on the sales, disruption on our production and dismissal of various workers. To provide a permanent solution, the firm had to put various factors in to account by laying out strategic measures to curb that occurrence ever repeating itself again.

According to (Meredith 2010), a customer makes the business run and there is no particular firm that can chase away customers willingly; but the simple mistakes that various firms normally make, may be acts that result in chasing away customers in disguise. In every firm as many business people always put it, the “customer is the king” but maybe this is what our firm didn’t establish or didn’t have established. . According to (Zairi 2000), “Customers are the main purpose for running a firm, plus rather than them depending on the firm, the firm depends on them”.

This indicates the importance of a gentle attachment between the firm and the customers. For (Hansemark and Albinsson 2004), they defined satisfaction as “overall customer attitude towards a service provider or the emotional reaction on what customers anticipate in relation to what they receive on their desired needs”. According to (Anderson 2000), customer loyalty is actually the result of an organization creating an atmosphere conducive to customers becoming repeat shoppers so that they can maintain or increase sales.

Customer loyalty can only be achieved by providing and delivering what the customers desire and expect. Also (Oliver 1997), termed customer loyalty as that deep commitment to re-purchase a certain preferred product or service consistently in the future despite changes or influences with possibility of causing a change in the marketing behavior. Hokanson {1995), explains various factors that affect the level of customer satisfaction. This includes: employees’ knowledge on the product, friendliness, courteous and helpful staff, competitive pricing, good value of the product, billing clarity, timeliness and accuracy and quick service delivery.

The most affected area as depicted in our firm by the dissatisfaction of the customers was on the profitability. According to (Hoyer 2001), satisfied customers provide the foundation of every successful business organization as it leads to repeat purchases and loyalty on the brands supplemented by a positive word of mouth. According to various researchers’, dissatisfaction of customers leads to