In the business world, customer satisfaction is one of the things that is very important and requires great attention. Customer satisfaction can be a measure of the success of a business. By understanding the needs and wants of customers, companies not only build more personal relationships, but can also create loyalty, which will ultimately benefit the company.
Therefore, it is important for you to understand the definition of customer satisfaction, its benefits, factors that affect customer satisfaction, and indicators of customer satisfaction which will be discussed in this article.
Definition of Customer Satisfaction
According to Kotler and Keller, customer satisfaction is a feeling of pleasure or disappointment that arises after comparing the performance or results received with customer expectations. If the performance or results received exceed customer expectations, they will feel satisfied. Conversely, if the performance or results received are less than expectations, the customer will feel disappointed.
Kotler and Keller also stated that customer satisfaction is closely related to the customer's experience of the service received. This customer satisfaction will also have an impact on customer loyalty and the tendency to recommend products or services to others.
Benefits of Customer Satisfaction in Business
Customer satisfaction plays a big role in business continuity. Satisfied customers tend to buy products or services again, which increases loyalty and reduces the marketing costs needed to attract new customers. Satisfied customers also become effective marketing assets by providing positive reviews that can improve the company's image in the community. In addition, a company that focuses on customer satisfaction can differentiate itself from competitors. Customer satisfaction is an important factor that keeps the company afloat in the market.
Factors Affecting Customer Satisfaction
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Good Product or Service Quality
Product or service quality can be the most important factor in determining your customer satisfaction. Products or services that meet or even exceed customer expectations can influence satisfaction. Good quality creates a sense of satisfaction and customer loyalty.
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Price
Prices that are reasonable and in accordance with the quality of the product or service will provide satisfaction. Customers will feel satisfied if they feel they get the right value for the money they spend to buy your product or service.
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Customer Service
Friendly, responsive and helpful service is essential to ensure customers feel valued. A positive customer service experience can increase satisfaction.
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Customer Experience
Ease of access, overall comfort experienced by customers when interacting or transacting can affect satisfaction levels. In addition, speed in providing services, delivering products, or responding to questions and complaints is also very influential, especially coupled with emotional factors such as a sense of value and personal relationships that are established, can create higher loyalty.
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Innovation or change
Businesses that continuously make updates in terms of services and relevant products will attract customer attention and provide additional satisfaction.
Customer Satisfaction Indicator
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Customer Retention Rate
By seeing how many continue to use the product or service over time. If many come back, it means they are satisfied.
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Repurchase Frequency
Measures how often customers buy products or use the same service. Satisfied customers will usually repurchase more often.
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Number of complaints
Calculates how many complaints or problems are filed by customers. The fewer complaints, the more satisfied the customer.
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Reviews and Testimonials
Looks at whether customers leave positive or negative reviews on social media or business sites. Positive reviews will indicate high satisfaction.
Overall, measuring customer or patient satisfaction is an important step to maintain service quality and improve long-term relationships. By paying attention to various satisfaction indicators, companies or healthcare providers can continue to adapt and meet customer needs more effectively. Success in improving customer satisfaction will have a direct impact on loyalty and a positive reputation.