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- Title
AN EMPIRICAL STUDY ON FACTORS AFFECTING CONSUMER SATISFACTION.
- Authors
BHAT, IRSHAD AHMAD; RATHER, NAFEES AHMAD; MIR, FAROOQ AHMAD
- Abstract
In the contemporary environment the only constant is change. Therefore, businesses have to develop different strategies in order to survive in long run. One of the best strategies is about satisfying the customers that ensure a long term growth of business. Since satisfied customer is the core concern of any organization therefore they pay close attention toward the factors that influence customer's purchase decision. The main purpose of this research study was to investigate the key variables, having strong influence on customer satisfaction and purchasing decision of customers. Factors affecting customer satisfaction are key concern for any organization, department or country because through customer satisfaction any business can establish long term profitable relationship with customer. The reason behind is once a firm loses its loyal customers it has to incur a cost of acquiring them again in addition to acquiring the new ones. Factors affecting customer satisfaction is of worth importance in order to know the reasons or the factors which are responsible to create satisfaction among customers for a particular product. The results showed that both the factors significantly contributed to explain customer satisfaction but comparatively price fairness had the larger impact on customer satisfaction than customer services.
- Subjects
CUSTOMER satisfaction; CONSUMER behavior; CUSTOMER services; MARKETING strategy; BUSINESS turnover
- Publication
CLEAR International Journal of Research in Commerce & Management, 2013, Vol 4, Issue 3, p125
- ISSN
2249-4561
- Publication type
Article