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Customer Satisfaction - Assignment Example

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In the paper “Customer Satisfaction” the author looks at the importance of customer satisfaction, which has been highlighted in this book and according to the authors, any organization which seeks to gain a competitive edge over its rivals in the marketplace must focus upon improving this aspect…
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Customer Satisfaction
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Download file to see previous pages The importance of customer satisfaction has been highlighted in this book and according to the authors, any organization which seeks to gain a competitive edge over its rivals in the marketplace must focus upon improving this aspect, so that organizational productivity is enhanced.
These authors (1997) have also suggested that managers in organizations must measure the profit chain relationships that exist among various units within the organization. These measures can then be used as the basis to help managers to improve their chain performance by also developing rewards based upon the performance measures achieved. These results must then be communicated back down at the level of operating units, so that information about the best practices can then be exchanged within the organization. The book contains a service profit chain management audit form so that firms can use it as a basis to evaluate the practices of their own firms.
This research study poses the question: How is customer satisfaction important in the service profit chain? The objective of this study is to explore the role of customer satisfaction as a constituent element in the service profit chain, in specific relation to the views put forward by Heskett et al (1997).
According to Heskett et al (1997), the service profit chain has been defined as “involving direct and strong relationships between profit; growth; customer loyalty; customer satisfaction; the value of goods and services delivered to customers; and employee capability, satisfaction, loyalty, and productivity.” (p. 11). By recognizing and acting upon these links and developing quantifiable measures of customer satisfaction, an organization can improve its productivity. ...Download file to see next pagesRead More
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