Customer Satisfaction Survey | Identifying factors of consumer’s decision

Satisfaction is that feeling or emotions that a person experiences after buying or using (operating a product). Consumers compare a product or brand with real or imagined products that can be replaced. If you exceed customer expectations in the quality of goods, services and product costs, then you can achieve repeat purchases and obtain a loyal consumer.

One of the marketing tasks of the company is to identify factors that influence the consumer’s decision to buy a product or a service. This is an important step in conducting a marketing research on customer satisfaction. When developing goods or services, companies are guided by the motives of purchasing behavior and compliance with standards for the provision of services.

Research conducted in the field of customer satisfaction management is the collection, synthesis and evaluation of information on the movement of goods and services from producer to consumer. Such studies will be used to support the decision-making process. Reliable, complete and relevant information is the key to making the right managerial decision in the organization. Without an accurate measurement of consumer satisfaction, the company will not be able to develop and implement measures to improve products and services.

The process of researching customer satisfaction contributes to:

  1. Measuring the degree of satisfaction with a product or service as a whole;
  2. Conducting a comparative analysis of the presentation of the company's personnel about the expectations of customers with their real requests;
  3. Identifying priority areas and objects for improving the system of relationships with consumers in the organization;
  4. Identifying consumer values ​​that influence their preferences and factors that influence the growth of satisfaction.

Types of marketing research used in Customer satisfaction research

There are three types of marketing research used in the study of customer satisfaction:

  • exploratory,
  • descriptive,
  • causal.

Search of the researches is the collection of secondary consumer information. It is with this type of research that we must begin to study customer satisfaction. But usually this data is not enough to make a decision, then they move on to descriptive research. They are carried out using a survey or observation. The questionnaire, as a survey tool, is designed to identify reasons for satisfaction of clients or their dissatisfaction, hidden motives for making a purchase and determining the customer’s attitude to the company, its products or brand.

Basic methods of researching customer satisfaction

The first step in the process of researching customer satisfaction is to determine who the customer is, what are his requests. This is necessary for compiling the questionnaire questions. Conducted using a focus group or in-depth interview.

To study consumer satisfaction, various methods are applied that can be divided into two categories:

  • assessment methods based on internal information (data on sales volumes, percentage of regular customers, percentage of recommendations, duration of business relationships, number of complaints, complaints, complaints, rates of positive response, etc.);
  • assessment methods based on external information.

Methods for assessing satisfaction of clients based on external information:

  • marketing research;
  • marketing intelligence;
  • personal contacts with customers.

As part of the satisfaction research process, two tasks should be solved:

  • to identify customer expectations regarding the service provided;
  • evaluate perceived quality.

Assessing consumer expectations is one of the weakest points in the research process. This is due to increased expectations. A variety of consumer wholesale depends on the solvency of the client. The higher it is, the higher the standards of expectations.

Evaluation of the quality of service is carried out based on the study of some parameters:

  • materiality and tangibility of the service;
  • reliability;
  • staff responsiveness;
  • persuasiveness and confidence;
  • empathy.

The analysis of customer satisfaction

The analysis of consumer satisfaction is carried out in the following sequence:

  1. conducting exploratory research (collecting secondary information, a focus group to identify important attributes, reasons for satisfaction or dissatisfaction);
  2. a descriptive study (quantification of satisfaction based on the calculation of CSI customer satisfaction index);
  3. generalization and analysis of the data obtained, adjustment and decision making.

The accuracy of the satisfaction assessment is provided by quantitative research, which consists of an assessment of the quality of the product / service, the quality of service and the quality of the product / service offer. All three categories include several parameters or attributes of satisfaction, namely, from the five Ps marketing mixes:

  • product,
  • people,
  • process,
  • price,
  • promotion.

Work examples

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