Measuring customer satisfaction in industrial markets

Extract

[...] Ø Customer relations are a determining factor in the industrial markets. Ø The relative price of the product and / or service, not only in absolute terms, but also in terms of payment facilities, with a comparative analysis of the prices offered by competitors, etc. Ø The nature of the services associated with production improves, since the valuation of the business proposal is no longer limited only to the product and the consumer has learned to appreciate the value of services. [...]

[...] These include, for example, author Giel (1995) who proposed a model based on this paradigm, which divides the process that led to the formation of satisfaction in three phases. According to this model, reversal is the key element in this process. Thus reversal is the difference, subjectively perceived by the client between expectations and actual performance. When the difference is small it is not perceived as a reversal (positive or negative) but as a confirmation. If the reversal is large enough to exceed a threshold of individual consciousness, it leads to an emotional satisfaction, dissatisfaction or indifference. [...]

[...] The necessity of establishing a measure of customer satisfaction The importance of such a measure may be realized when it highlights the following findings: A small proportion of dissatisfied clients show Dissatisfaction has a cost in terms of reputation and consequences associated with it, because the dissatisfaction of a customer manifests strongly in his feedback. Dissatisfaction also has a cost in terms of operation for the company (management dissatisfaction, litigation, etc). Measuring customer satisfaction is now a necessity for companies as the parameter has been integrated in the recent ISO standards and there is also a real opportunity in terms of future profits because there are close links between customer satisfaction and profitability. [...]

[...] Indeed, at very high levels of satisfaction, customers are already loyal to the company but they can not buy more than they can consume, so they will not forever tout the supplier. In 1998, Anderson also showed that the relationship between satisfaction and word of mouth was not linear: This relationship would make a U-turn as both satisfied and dissatisfied customers tend to engage in word of mouth propaganda but for different reasons. Whereas some recommend the supplier, the others are against him. The implications of measuring customer satisfaction We've seen what makes the measurement of customer satisfaction necessary for companies in the industrial market. [...]

[...] Quality and customer satisfaction: Measuring customer satisfaction is an integral part of the 2000 version of ISO 9001. Indeed, the latter defines the requirements to be met by companies to control all stages of customer satisfaction and value creation. It therefore requires the establishment of a real device for measuring customer satisfaction. With this evolution of the standard, the logic of "quality conformity" has been expanded to a more ambitious sense of "quality satisfaction”. The certification on the market today is B to rather than a competitive advantage, but misses a threshold. [...]