The Importance of Customer Satisfaction in Relation to Customer Loyalty and Retention

Author:

Harkiranpal Singh
Asia Pacific University College of Technology & Innovation
Technology Park Malaysia
Bukit Jalil, 5700 Kuala Lumpur, Malaysia
May 2006

Abstract:

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

About alhusna

an ordinary woman
This entry was posted in Marketing management. Bookmark the permalink.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s