1. CE
Customer
satisfaction
management

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Customer satisfaction
No matter how effectively a company meets
the needs of its customers, it must remain
constantly alert and responsive to the dynamic
competitive environment and continuously
changing needs and expectations of the
customers.

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Customer satisfaction
Customer satisfaction is determined by the value-to-price ratio
Customer Value the customer gets
=
Satisfaction Price the customer pays

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Components of customer value
Product
• Performance
• Reliability
• Durability
• Serviceability
• Aesthetics
• Perceived quality

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Components of customer value
Service
• Security
• Reliability
• Accessibility
• Timeliness
• Responsivenes
s
• Empathy
• Assurance

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Customer satisfaction- Characteristics
Japanese scientist, N.Kano identified three
characteristics of customer satisfaction :
A. Basic
B. Performance
C. Delight

7. CE
A. Basic
Basic relates to requirements that the customer takes for
granted. Customers expect the products they use to display such
basic, hidden or assured characteristics.
When we travel on an aircraft, we expect the flight to be safe. This
is hardly a subject for negotiation with the airline. Meeting such
requirement may not necessarily create satisfaction, although not
meeting it may result in creating considerable dissatisfaction.

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B. Performance- expected requirements
Performance parameters relate to customer
requirements that are negotiated and agreed .
For example, if the airline releases the flight
schedule, the passenger expects the flight to
take off and land at the specified time.
Meeting these stated requirements creates
customer satisfaction and not meeting them will
certainly lead to customer dissatisfaction.

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C. Delight
Finally wherever the organization performs far beyond the
expectations, so as to create pleasant surprises , the
customer feels delighted.Example a TV screen at each seat.

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Delight
It is therefore quite clear that satisfaction of the basic needs of the
customer is not going to help the organizations any more. The
organizations will have to constantly strive to meet more than
the basic needs of the customer and delight or excite them to
have the competitive edge.

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