Need for measuring customer satisfaction by managers
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Why is it important for marketing managers to measure customer expectations as well as actual satisfaction from consumption or usage?
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Solution Summary
This solution outlines the need for marketing managers to measure customer expectations and their actual satisfaction after usage.
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When a company is planning to sell new products, it should design the products in such a way that it suits the preferences of customers with respect to the quality, color, grade, design, packaging and other physical features of the product. For this purpose, the company needs to conduct market surveys to find out the expectations of the customers. Then the product has to be designed accordingly; otherwise, the expectations of the customers won't be satisfied and it will result in total product failure in the market. This may cause the company to shut down the business and will be forced to exit the market. ...
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