MARKETING STRATEGIES TO INCREASE CUSTMER SATISFACTION - Essay Example

A comparison of the expectations that a customer may have had as a result of any marketing and the subsequent reality after the purchase of a product, service or trying out of something that had been the subject of a marketing campaign can result in the customer being satisfied or dissatisfied with their closer interaction. Customer satisfaction determines the repeat purchase behaviour of a customer, their word to mouth recommendation and loyalty to a firm as well as any long term business association.

It is far more expensive to gain a new customer then it is to retain an existing one and customer experiences do get repeated to others in the market. Marketing involves the whole customer interaction with a company or firm and any expectations that a customer has as a result of marketing have to be fulfilled in reality. Thus, the marketing strategy that is pursued by a firm does determine the profits that it can make and the success that can be enjoyed. This dissertation proposal attempts to present a research project that will try to investigate ingredients of marketing that can give rise to customer satisfaction in an age of computing, telecommunications and information technology networks.

Marketing is about making people aware of solutions for their human and social needs in a cost effective and appropriate manner so that profits can be made for those who are providing the solutions as well as those who are communicating the message about the existence of the available solutions (Kotler, 2005, Chapter 1). Although effective marketing can take many forms, it should be able to satisfy the target audience and meet their need for information about what is available in a manner that is both pleasing and informative.

If information is conveyed in a manner that is pleasing and exciting, then it is very likely that potential customers will be attracted to a product, service or solution for which they perceive that they have a need. The scope of marketing