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Figure 1 ACSI MODEL
Figure 2 - Kano Model
The broad topic covered in this literature review is the area of Customer Satisfaction. The authors job is as a Customer Care Manager for Senator Windows for the past 15 years. The area of interest is therefore centred on the elements required to achieve the required level of customer satisfaction and also the methods that can be used to effectively measure it.
It would be desirable to limit the scope of the research to industry sector and geographies for the industry sector relevant to the authors business. However, this would severely limit and distort the information gleaned (if any). Customer satisfaction is or should be one of the primary goals for and business regardless of its size or geography. In this respect an exhaustive search (Cooper, 1988) would be appropriate. The constraints of mainly time, and also of funding determine that a purposive sample should be taken, examining the key articles, pertaining to the key elements of the topic. The chosen article does not necessarily have to have relevance to the topic, but the application or theories presented must be relevant. The literature chosen should also be recent in issue.
As defined by the Oxford English Dictionary defines satisfaction as “fulfilment of one’s wishes, expectations, or needs, or the pleasure derived from this:”, Equally a customer is defined as “a person who buys goods or services from a shop or business”. The Bloomsbury Business Library - Business & Management Dictionary presents a definition of the term "customer satisfaction" “It refers to the degree to which customer expectations of a product or service are met or exceeded. It is stated that corporate and individual customers may have widely differing reasons for purchasing a product or service and therefore any measurement of satisfaction will need to be able to take into account such differences”.
Oliver (1997) defines “Satisfaction is the consumer’s fulfillment response. It is a judgment that a product or service feature, or the product of service itself, provided (or is providing) a pleasurable level of consumption-related fulfillment, including levels of under- or over-fulfillment…” Customer satisfaction is defined as the degree of overall pleasure or contentment felt by the customer, resulting from the ability of the service to fulfill the customer’s desires, expectations and needs in relation to the service.(Hellier et al, 2003).
It is obvious that customer or consumers expectations of a product or service will vary considerably depending on the type and nature, and positioning of the product and also the industry that product is in. There also be many levels of expectation or judgement, some more important than others in the end users mind. Satisfaction is a relatively short term emotion which can change or alter, due to a variety of circumstances
Models of Customer Satisfaction
The American Customer Satisfaction Index claims to be the only “national cross-industry benchmark of customer satisfaction in the United States” (www.theacsi.org) . It conducts surveys with consumers over a range of industries and sectors. The ACSI model assumes three drivers of satisfaction, Perceived Quality, Customers Expectations, and Perceived Value, and it involves collecting data at the individual customer level, using primarily survey rating scales from 1 to 10 to rate their perception of each of the drivers. It also questions the customer about customer complaints that they may have made and about customer loyalty. The inputs are indexed an weighted and put through the model to give an indication of consumer satisfaction on a 0 to 100 basis. The strength of the ACSI model is in its consistency, and generality. Figures are available from 1994, and the large sample of...
Bibliography: Bloomsbury Business Library - Business & Management Dictionary. 2007, p2178-2178. 1p.
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