What is CUStomer Satisfaction?
As emphasised so far, in today’s buyers market ‘the customer is the king’. Even the definition of quality, ‘quality is what customer wants’, emphasises on the customer requirements. In other words, quality is a measure of customer satisfaction. It is obvious that business cannot survive without satisfied customers. Therefore TQM’s purpose is meeting or exceeding customer expectations, so that the customers are delighted.
It is understood that the customer satisfaction must be the primary goal of any organization. Therefore it is essential that every employee in the organisation understands the importance of the customer.
Customer Satisfaction Model
Fig.1 shows the Teboul’s model of customer satisfaction. In Fig.1, the customers’ needs are represented by the circle,
and the square represents the product or service offered by the company. The intersection portion, shown with dots, is perceived as the customer satisfaction. So it is understood that the company should strive for increasing the intersection portion i.e., customer satisfaction.
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