Title: Bibliography of customer satisfaction and customer support system
The modern corporate world, as well as the private sector, has continued to develop strategies and another improvement mechanism to improve their business customer satisfaction levels. The growth of businesses in the modern business world has been attributed to the level of customer satisfaction with the goods and services offered by the companies. Many organizations and companies have therefore developed some customer support systems which help them to consistently monitor their customer satisfaction levels through obtaining different customer feedbacks and concerns (Boyun, 2017). Many business organization or companies monitor their customer’s satisfaction with the aim of determining how to increase the company customer base, customer loyalty, ensure business growth, increase the company market share and ensure also that the business survives in the modern competitive business world. The importance of a company customer support system is to ensure that every incoming request made by the customers either prospective or existing ones is efficiently managed and responded to. Lack of effective customer relations and satisfaction or failure of the customer support system may negatively impact the growth of the company (Lin et al. 2017). This has been the major challenge affecting the Base Corporation which is a company specialized in making high-end speakers, headphones among other items. The study, therefore, provides a bibliography of customer satisfaction as well as customer support systems in addressing the problem of decrease in the levels of customer satisfaction by the Base Corporation customers with the existing customer support system.
Both the private sector and the corporate business world have increased the need to develop a centralized customer support system that is able to address all the incoming requests from the company perspective as well as the existing customers. It is required that for a customer support system developed by any company to achieve its objective or to be effective in addressing the customer related issues that the system should be simple for the customers to reach out to the company as well as allow the staff to respond to the issues or the incoming requests effectively (Roy et al. 2014). However, the need for the customer support system to improve customer satisfaction in an organization differs from one business to the other and therefore it is important for the management of the company to how its business wishes to engage its customer service activities. The effectiveness of a customer support system leads to improved customer satisfaction as satisfaction is measured by how the goods or products as well as the services offered or supplied by the company meet or surpass the customers’ expectations.
In the modern competitive marketplace which is characterized by increased competition for customers by different businesses, customer satisfaction has become the differentiating factor in the market. Companies are therefore striving to offer amazing customer experiences by creating environments in which satisfaction is high. Customer satisfaction acts as an indicator of consumers repurchase intentions and their loyalty to the company products (Omar et al. 2015). It acts as an effective mechanism for retaining customers than acquiring new ones in the modern competitive world. For a company to achieve a successful customer experience then it must ensure that the developed customer support system operates under the principles established governing customer relationships in the company. Most successful companies usually listen, understand as well as respond uniquely and in a creative manner to the evolving customer needs and the constant shifting customer expectations. The customer support system should establish a clear vision of excellent customer service so that offering quality services becomes like a culture to the entire company. It should also establish concrete standards of quality for the services offered which will be used to regularly measure the customer satisfaction experiences against (Mostert et al. 2016). It is also important that the customer satisfaction with the products of the Base Corporation is greatly influenced by the individual consumer expectations on certain products and services. Since the company is seeking to improve its customer service experience through the existing customer support system it is important to understand some of the customer citizenship behavior which may help the company to improve their service delivery to their customers.
Weisheng, C., Min-Seok, K., & Jung-Sup, B. (2015).Customers as partial employees: the influences of satisfaction and commitment on customer citizenship behavior in fitness centers. Journal of Physical Education & Sport, 15(4), 627-633
The authors in this study have provided important insights and understand how customer citizenship behavior can help organizations understand their customer experiences and in this case, help understand their customer’s satisfaction. Customer citizenship behavior is used to understand the spontaneous customer behaviors that may not necessarily be helpful for the successful delivery of services but in one way or the other can be used to assist the company in improving its service delivery to their customers. Some of these spontaneous behaviors from customers include; customer feedback behavior, advocacy, helping and tolerance (WEISHENG et al. 2015). The study of customer citizenship behavior, focus on a context of a fitness center with the major focus being laid on understanding the influences of customer satisfaction as well as commitment to customer behavior. This information can be relied upon in understanding the activities of the Base Corporation Company call center and how they have influenced the customer satisfaction behavior.
The study in its conclusion made from the customer citizenship behavior as observed in a fitness center in which the results showed that customer satisfaction is positively related to customer citizenship behaviors of customer feedback, advocacy and customer helping behavior but showed insignificant influence on customer tolerance. The study also showed that customer satisfaction is positively related to customer commitment. It is therefore important to note that customers have a great influence on how a company should offer its services and products. It is important that the Base Corporation Company should examine some of the customer citizenship behaviors previously recorded such as their feedback as it will help them understand their failures and improve without necessarily making changes on the customer support system.
Amoako, G. K., Dzogbenuku, R. K., & Doe, J. K. (2016) How Service Experience Leads to Brand Loyalty: Perspective from the Telecom Sector in Ghana. IUP Journal of Brand Management, 13(2), 33-56.
Service experience is also a very important factor in understanding customer satisfaction and commitment. The authors of this study conducted an investigation to understand the relationship between a company or employees service experience to customers to customer satisfaction and customer brand loyalty or commitment in a telecommunication industry. The finding of the study provided that a company or firm service experience or quality significantly influences both consumer and customer satisfaction with company products as well as a customer brand loyalty (Amoako et al. 2016).
The findings of their study also provide that the level of customer satisfaction is also significantly influenced customer brand loyalty and commitment. If a customer is satisfied he or she would probably commit himself or herself in consuming the products of the company. The management team of Base Corporate Company should understand that the quality of service they provide during offering or delivering of their products is very important and should be measured in terms of consumer or customer satisfaction. It is important that the company evaluates the quality of their services in delivering their products to their customers and may work on improving the service quality experience through training of the call center agents.
Arefi, M. F., Tavakoli, G., Heidari, O., & Lashkajani, M. M. (2016)Towards a Conceptual Model of Customer Satisfaction for Manufacturing Organizations and Presenting a Three-Phase Approach. International Journal of Management, Accounting & Economics, 3(7), 411-443
The authors of the conceptual model of customer satisfaction provide a proposed approach that can be used by organizations and companies in their assessment styles and their methods of customer satisfaction management. The approach is different from the traditional method applied by the company which emphasis on a single way relationship between the customers and the companies and is subject to a lot of complaints as it brings a bilateral paradigm which advocates for a two-way communication relationship between the customers and the company call agents and promotes an active relationship (Arefi et al. 2016).
It provides a model of assessment based on quality and innovation. Service and support, cost and utility, customer loyalty and corporate image. Through such a model it is easy for the company to improve their service delivery to their consumers through innovation and helps the company understand that the quality of an innovation will only make sense to the company if it meets the consumers’ expectations in the market. It helps the company in understanding the cost they will incur to meet consumer expectations and utility. And lastly, helps the company understand that a customer loyalty bears great significance in creating the corporate image of the company. Therefore Base Corporation Company can find a way of addressing the challenges reported by the customers on delays or extended waiting period which may have a negative impact on the corporate image.
Allan, M. M. (2016). The Relationship Between Service Quality and Customer Satisfaction and Retention in Ghana’s Luxury Hotels. IUP Journal of Marketing Management, 15(4), 60-83
Allan, in his study he examines the impact of service quality on the customer satisfaction and retention. The mode or the nature of service delivery is the key to customer satisfaction in a company or organization as well as it is a contributing factor to customer retention. The findings of the study provided that customer satisfaction made a significant positive effect on customer retention. The common belief is that when a customer is satisfied he or she will probably continue consuming a certain product or enjoying a certain service.
The findings also provided that the quality of service delivered and customer satisfaction predict the customer retention behavior of a consumer or a customer. It also provided that customer satisfaction is driven by service quality (Allan, 2016). It is therefore important for the managers to understand that to enhance customer satisfaction and retention; the company will need to maximize the service quality. It is therefore important that the call agents in the call center of the company are trained on their responsiveness and its importance when responding to customer complaints or requests. If the quality is good then the customers will equally be satisfied with the company services and it will become easier to retain the customers.
Lemon, K. N., & Verhoef, P. C. (2016) Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6), 69-96. doi:10.1509/jm.15.0420
The author of this journal presents an understanding of the importance of a business or a firm to understand its customer experience and the customer journey over time. Sometimes businesses do not conduct reviews on the effectiveness of their products in the market and especially to consumers. Such a review is important as it helps the companies to understand the customer’s journey or experience when using a certain product or service as provided by the company. It helps the firm understand the areas where the product or service does not meet the consumer expectations and areas which need improvement to enhance their service delivery, quality and enhance consumer satisfaction and retention.
The study therefore advocates that firms or companies are required to integrate multiple business functions in creating and delivering positive customer experiences. Such functions will help them understand their customer’s behaviors and develop the relevant strategies to manage their customer experiences (Fornell et al. 2016). Such an understanding is very important to our case study company which is experiencing customer relation problems in its call center department with the reported cases of delays in responding to customer requests or even experiencing long waiting queues before their concerns are addressed. Having a customer experience by understanding the customer journey will help the call agents understand the customer’s experiences and improve on their responsive behaviors.
Conclusion
Customer satisfaction and commitment is very important in the growth of a company. Customers are the most important assets of a company and they should be handled with great care. The cost of acquiring new customers in the current competitive business world is very expensive compared to the cost of retaining the existing customers. It is therefore important for the Base Corporation to develop effective strategies without changing the current customer support system which functions through the company call center (Batra&Shilpa, 2017). Some of the strategies to improve the current situation in the company and enhance customer satisfaction and commitment are by improving the quality of their service delivery, by creating customer value creation mechanisms and strategies, by creating or developing a two way relationship which will improve the customer interactions with the company sales agents as well as the call agents who are responsible for responding to customers’ requests and by ensuring that the existing customer support system applies the principles of customer service in as developed by the company. These initiatives among others will help the company improve their customer satisfaction and retention or commitment in the long run and promote an equal growth of the business activities.
References
Allan, M. M. (2016). The Relationship Between Service Quality and Customer Satisfaction and Retention in Ghana’s Luxury Hotels. IUP Journal of Marketing Management, 15(4), 60-83
Amoako, G. K., Dzogbenuku, R. K., & Doe, J. K. (2016) How Service Experience Leads to Brand Loyalty: Perspective from the Telecom Sector in Ghana. IUP Journal of Brand Management, 13(2), 33-56.
Arefi, M. F., Tavakoli, G., Heidari, O., & Lashkajani, M. M. (2016)Towards a Conceptual Model of Customer Satisfaction for Manufacturing Organizations and Presenting a Three-Phase Approach. International Journal of Management, Accounting & Economics, 3(7), 411-443
Basten, D., Stavrou, G., &Pankratz, O. (2016). Closing the Stakeholder Expectation Gap: Managing Customer Expectations Toward the Process of Developing Information Systems. Project Management Journal, 47(5), 70-88
Batra, S. C., &Shilpa.(2017). A Comparative Study of Customer Satisfaction in SBI and ICICI Bank.Global Journal Of Enterprise Information System, 9(1), 58-64. doi:10.18311/gjeis/2017/15867
Boyun, W. (2017). Testing the relationships among motivation, service quality, customer satisfaction and loyalty: A case of recreational golfers in south korea. International Journal Of Applied Sports Sciences, 29(1), 64-76
Fornell, C., Morgeson III, F. V., &Hult, G. M. (2016). An Abnormally Abnormal Intangible: Stock Returns on Customer Satisfaction. Journal Of Marketing, 80(5), 122-125. doi:10.1509/jm.16.0248
Lemon, K. N., & Verhoef, P. C. (2016) Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6), 69-96. doi:10.1509/jm.15.0420
Lin, F., Tsai, S., Lee, Y., Hsiao, C., Zhou, J., Wang, J., & Shang, Z. (2017).Empirical research on Kano’s model and customer satisfaction.Plos ONE, 12(9), 1-22. doi:10.1371/journal.pone.0183888
Mostert, P. G., Petzer, D. J., &Weideman, A. (2016). The interrelationships between customer satisfaction, brand loyalty and relationship intentions of Generation Y consumers towards smart phone brands. South African Journal Of Business Management, 47(3), 25-34
Omar, N. A., Ramly, S. M., Alam, S. S., &Nazri, M. A. (2015).Assessing the Effect of Loyalty Program Benefits in Satisfaction- Loyalty Relationship: Evidence from Malaysia.JurnalPengurusan, 43145-159
Roy, S. K., Eshghi, A., &Quazi, A. (2014).CONSUMER ADVOCACY’S IMPACT ON SATISFACTION AND LOYALTY. Journal Of Services Research, 14(1), 161-182.
WEISHENG, C., MIN-SEOK, K., & JUNG-SUP, B. (2015).Customers as partial employees: the influences of satisfaction and commitment on customer citizenship behavior in fitness centers. Journal of Physical Education & Sport, 15(4), 627-633
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