Does Customer Satisfaction Matters

Mohammad Aminuddin Mohd Don Basari · Mohd Farid Shamsudin

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Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence Customer churn and segmentation

Abstract

Customer plays an important role for business as a profit generator, core of business strategy and brand ambassador of the business. Due to the important role played by customers towards the business, it is important for the business to ensure customers satisfaction are preserved and build customer loyalty towards the brand. Customer satisfaction are important for an organization due to its effect on the financial standing of a company and the positive impact towards the company’s public perception. Due to this, it is important for a company to ensure customers are satisfied, by offering the best product, good services experiences and effective post-purchase solution. On the other hand, customer loyalty should be the long-term goal for a business. A loyal customer can be a core for a business to build its brand, and expand the company.

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