Study Consumer Buying Behaviour Towards Adidas Products

Purpose Of Consumer Satisfaction

Customer satisfaction provides a leading indicator of consumer purchase intentions and loyalty.
Customer satisfaction data are among the most frequently collected indicators of market
perceptions. Their principal use is twofold:

• Within organizations, the collection, analysis and dissemination of these data send a
  message about the importance of tending to customers and ensuring that they have a
  positive experience with the company’s goods and services.
• Although sales or market share can indicate how well a firm is performing currently,
  satisfaction is perhaps the best indicator of how likely it is that the firm’s customers will
  make further purchases in the future.
  Much research has focused on the relationship between customer satisfaction and
  retention. Studies indicate that the ramifications of satisfaction are most strongly realized
  at the extremes.

Customer satisfaction, a term frequently used in marketing is a measure of how products and
services supplied by a company meet or surpass customer expectation. Customer satisfaction is
defined as “the number of customers, or percentage of total customers, whose reported
experience with a firm, its products, or its services (ratings) exceeds specified satisfaction
goals.” In a survey of nearly 200 senior marketing managers, 71 percent responded that they
found a customer satisfaction metric very useful in managing and monitoring their businesses.
It is seen as a key performance indicator within business and is often part of a Balanced
Scorecard. In a competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key element of business
strategy.

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