I Can’t Get No…Satisfaction, Quality and Personalization
As we explored in the last post, Quality has an important role in Satisfaction. Quality is not only a moderator of Satisfaction, but it is a direct precursor to Satisfaction. It is simply an evaluation by the consumer of performance excellence. Given this context, Satisfaction can be viewed as the gap between customer expectation and the service delivered by the provider, known as the Confirmation-Disconfirmation Paradigm. So here’s where we’re at now:
Service Quality can be measured using the SERVQUAL Survey which measures five dimensions:
The influence of customer satisfaction on a company is pictured precisely by the success chain of quality management. The growing competition in the market, higher customer demands and globalization forces the business service providers to improve their services much faster. Customer experience and the quality of customer service will be the competitive differentiation within the upcoming years. Satisfied consumers have a better experience. When a business performs a service dependably and accurately (Quality), it increases the perceived customer satisfaction with a business’ performance.
Just as with Loyalty, Personalization is directly tied to Satisfaction. The goal of Personalization is to satisfying each customer as an individual and depends of the usage of personalization to enhance the consumer experience. In service settings, customer satisfaction is often influenced by the quality of the interpersonal interaction between the customer and the contact employee. Below is an example of how personalization of a recommendation system can influence Satisfaction directly.
Personalization is important for companies, making these skills key:
- Their reputation which has the strongest effect on consumers’ willingness to start and maintain both interactive communication and personalized relationships
- Adequate compensation
- Consumer loyalty
- Personalized contacts
- Recognizing legal considerations
- Enabling interactivity of communication
- Ensuring adequate consumer satisfaction
- Ensuring consumer trust