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Customer satisfaction

Shivani Vinayakkumar Patel

University of the Cumberlands

Marketing Management (BADM-533-M41)

Dr. Jerry Breshin

April 6, 2025
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Customer satisfaction

Customer satisfaction is a key marketing strategy because it helps a company build a

connection with its client from one sale and even more in the future. After establishing a

relationship with a customer from one transaction, they will be more likely to buy again because

of the development of trust and quality assurance whenever they return. It is also a vital trigger to

promote more referrals, which helps a business more, as they attract clients from different areas

in the market because it leads to better brand recognition. The following reviews core concepts

of customer satisfaction as a marketing strategy, like evaluations, loyalty and feedback.

Discussion

Customer evaluations

Sources of customer evaluations for a company I am familiar with

The company chosen is Amazon, and they derive their evaluations from various sources.

They include social media posts, comments, reviews, onsite surveys, and third-party reviews

(Wijaya & Putra, 2023). Amazon monitors social media to get real-time reactions and rolls out

review sections and surveys to collect first-hand data.

How customers form their perceptions of the company’s products or services

Customers form their perceptions by checking the product quality against the description

provided after they purchase. The delivery time and general experience also matter as the

company promises certain timelines and quality of service. Customers also read the reviews left

on the product page and on other sites, such as from social media influencers or their peers.
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How the company can use these evaluations to improve its offerings and overall customer

satisfaction

Amazon should use the evaluation to rank the quality of products, for example, by

promoting the highest-rated ones and recalling the poorly rated ones for review and

improvements before being rolled out again (Gunawan, 2022). The delivery service is also key.

Amazon should maintain consistency in the timeline promised and train their delivery personnel

accordingly to equip them with industry-level service requirements.

Examples of how the company has responded to customer feedback in the past

After years of delivery complaints, Amazon rolled out Prime, which allows users to pay a

small premium fee for same-day delivery or faster options for longer distances. The company

also constantly reviews its packaging protocols to keep up with trends and customer requests for

specific products. The return policy was also simplified, as it was a key concern for many clients.

Recent purchase

How the perceived quality of the product or service influenced my level of satisfaction

One of my recent purchases was a Sony earbud, as I have been looking for a long-term

option. The key issues that I looked at were the battery life, build, and sound clarity, including

the base (Alzoubi et al., 2021). They were important as part of my quality evaluation, and I was

satisfied with the product.

Aspects of the product or service that exceeded or did not meet my expectations

I have used several earbuds in the past, and these exceeded my expectations. They have

remarkable noise cancellation, which is key for phone calls or gaming. They also pair faster with
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any of my devices, such as my laptop, phone, and TV. The sound quality was excellent,

including the bass level, which was balanced enough.

How it influenced my future purchase intentions and my willingness to recommend the brand

to others

After my review, I was satisfied with the product, and I will repurchase it in the future,

for example, if I lose or spoil it. I have already recommended it to some of my friends and

family, which shows my willingness to promote the product as I believe in its quality.

Customer loyalty

Customer loyalty and its importance for a business

Customer loyalty is the client's consistent return to purchase the same product or use the

same service. It is vital to businesses because it helps them keep customers away from their

competitors and build the brand through referrals and consistent sales (Abror et al., 2023). Loyal

customers are also more likely to purchase other variations of the products and services in the

future.

Strategies the company has used to build and maintain customer loyalty

Apple is the chosen company in this case, and its unwavering customer loyalty is due to

its consistently delivering a premium product. The company has also built an ecosystem across

its product and service offerings, which is key to keeping clients within the brand (Jenneboer et

al., 2022). Apple is also a key innovator as it jumps for new opportunities, such as artificial

intelligence.
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How they manage customer relationships through personalization, rewards, or exceptional

customer service

Apple uses data to recommend personalized offerings to clients, including products,

applications, and in-store services. Customers who use its services within the Apple ecosystem

also get rewards, such as Apple TV discounts or trade-ins whenever new products launch. The

company has exceptional customer service in stores or by responding to feedback to improve its

products and services.

A recent purchase decision

How core factors influenced my buying decision

I recently went shopping for a laptop and chose to buy an Apple MacBook. There were

core factors that impacted my decision. First, the advertising sold me on the product, with issues

such as speed, sleekness, and general premium features (Hanaysha et al., 2021). The company’s

brand reputation also influenced my bias towards the product because I hear the same consistent

message everywhere.

The importance of these factors in my final decision and perception of the product’s quality

These factors were key in my final decision, and even though I looked through other

brands like HP and Lenovo, I still managed to settle on the Apple MacBook. My perception of

the quality of the product was a hundred percent correct, as it was advertised, and having used

other products in the past, this felt like a huge leap (Iacobucci, 2021).
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A company I interact with regularly

Key stages of shopping or service experience as a flowchart

The company I have chosen is Starbucks, where I regularly get my coffee. The first step

is usually when I decide to buy, such as in the morning before starting the day. I go to the store,

order through self-service, and then pay with my card. I get my receipt and present it to the

Barista, who then prepares my order and calls it for pick-up (Iacobucci, 2021).

Points in the experience that are most critical for customer satisfaction and areas where the

company could improve or streamline the process

I believe that the core parts of customer satisfaction include ordering, the fulfilment of

the order, the time taken, and the quality of the product. Typically, the ordering process takes

about five minutes to complete as promised by the company and may be delayed for two to three

minutes at most. The main part of the improvement is order preparation, which leads to delays

during peak hours. For example, employing an extra barista to process the orders faster and

retain normal wait times would reduce delays during peak hours.

How the company can use this map to improve its customer relationship management strategy

The company can utilize the map I have provided primarily to optimize order fulfilment

and not disappoint its customers (Chauhan et al., 2022). It is vital to build a relationship with

clients who can then rely on the company, even during peak hours like mornings or evenings.
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Conclusion

Modern marketing is becoming more complex by the day because the market is also

evolving, and customers have a myriad of options that they can turn to. For them, it is all about

getting the best deals and enjoying the quality of what they get. A rewarding experience is key to

building their trust and loyalty, and a business benefits from future sales, more referrals, and

brand growth. It shows that even if a company has its roots in other core marketing activities,

customer satisfaction is paramount for consistent results (Iacobucci, 2021).

References

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Alzoubi, H., Ahmed, G., & Alshurideh, M. (2021). An empirical investigation into the impact of

product quality dimensions on improving the order-winners and customer

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Chauhan, S., Akhtar, A., & Gupta, A. (2022). Customer experience in digital banking: A review

and future research directions. International Journal of Quality and Service

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Gunawan, I. (2022). Customer loyalty: The effect of customer satisfaction, experiential

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