Asia Pacific University College of Technology & Innovation
Technology Park Malaysia
Bukit Jalil, 5700 Kuala Lumpur, Malaysia
To be successful, organizations must look into the needs and wants of their customers. That is the reason why many researchers and academicians have continuously emphasized on the importance of customer satisfaction, loyalty and retention. Customer satisfaction is important because many researches have shown that customer satisfaction has a positive effect on an organisation’s profitability. Due to this, the consequences of customer satisfaction and dissatisfaction must be considered. There is also a positive connection between customer satisfaction, loyalty and retention. Therefore, customer satisfaction, loyalty and retention are all very important for an organization to be successful.
Keywords: Customer satisfaction, customer loyalty, customer retention
May 2006, UCTI Working Paper, WP-06-06
Full Text: The Importance of Customer Satisfaction