Essays on Customer Experiences As Drivers of Customer Satisfaction Case Study

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The paper "Customer Experiences As Drivers of Customer Satisfaction" is a great example of a Marketing Case Study. The Samsung group is a huge South Korean Company that has its primary focus on the electronics, defense, construction industries, and heavy industries. The company is among the largest in Korea and around the globe with some subsidiaries. Some other subsidiaries of Samsung include advertising, the entertainment industry, and insurance. This paper will, however, delve more on the electronics segment of the company. The company was started in 1st March of 1938 by Lee Byung-Chul as a trading company in Taegu, Korea.

The Samsung Company first was put up to supply products across the city and abroad with only forty employees. The company has gone through other businesses before getting into electronics business in 1960. The company is well known today for its high quality and innovative electronics. A lot happened since 1960 until 1980 when the company bought Hanguk Jenja Tongsin to build telephone switchboards, fax systems, and phone and later mobile phone. The mobile phone business was classified under Samsung Electronics segment, and in the 80s, the group invested heavily in research and development.

Through the 90s, Samsung grew as an international corporation. The Samsung company journey is long, but it was progressive since, in 2012, it was named the world's largest manufacturer of mobile phones. The company has a secret that keeps them in business for this long. The company always has with the customer's feedback, which means that the more they listen to their clients, the more they satisfy them. This paper is set to explain satisfaction of consumers about Samsung products and the degree to which consumers are compelled to make a repurchase of the same product or an upgraded one. Concept 1: Satisfaction The report filed by the American Customer Satisfaction Index on the satisfaction ranking of telecommunications showed that Samsung is in the lead for another year.

The Galaxy Note 5, emerged the top beating Apple’ s iPhone 6S Plus and 6S. Samsung appears to be the most preferred smartphone brand among the Indians too because of its services and quality of the product. The Samsung Electronics Company has stood out amid the stiff competition that has engulfed the smartphone industry (Dalla 2014).

The competition is actively presented in the area of features, aesthetics, performance, and price. The number of mobile phone users has grown rapidly over the last decade all over the world (Faizan 2012). When the competition gets stiffer, a company can win more customers by outsmarting the rest. Over the past couple of years, Samsung has single-handedly grown Android by a wide scope though the situation is changing. Samsung has crafted real masterpieces with Android thus widening its market stand (Güngör 2007).

From the introduction, it is clear that by the time Samsung got into the mobile industry, there were other brands already in the business. The company has won respect all over the world and become a successful brand overcoming all the disadvantages present in the industry. The company is scaling high in the global market, and it is, therefore, wise to understand what makes it this successful.

Reference

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Dalla Pozza, I 2014, “Customer experiences as drivers of customer satisfaction”, Gestion 2000, 31(3), p.115.

DR KVANITHA, D 2012, “Customer Relationship Management on Customer Satisfaction International Journal of Scientific Research, 3(4), pp.1-3.

Faizan Ashraf Mir, F 2012, “Customer Insights: A study on Samsung Smartphones”, Global Journal For Research Analysis, 3(4), pp.1-4.

Güngör, H 2007, Observing and registering emotional satisfaction of customer contacts, 1st ed. Amsterdam: Vossiuspers UvA.

Hill, N, Brierley, J & MacDougall, R 2003, How to measure customer satisfaction, 1st ed. Burlington, VT, USA: Gower.

Increasing customer satisfaction, 1997, Leader to Leader, 1997(3), pp.18-21.

Johnson, M & Gustafsson, A 2006, Improving customer satisfaction, loyalty, and profit, 1st ed. San Francisco, Calif.: Jossey-Bass.

Mullins, J & Walker, O 2013, Marketing Management, 1st ed. New York: McGraw-Hill.

Nurcahyo, B 2016, “The Role of Customer Satisfaction in a Relation of Experiential Marketing and Customer Loyalty”, Advances in Social Sciences Research Journal, 3(1).

Schiffman, L Hansen, H and Kanuk, L 2012, Consumer Behavior 1st ed. Harlow: Pearson.

Temporal, P 2011, Advanced Brand Management, 1st ed. Hoboken: Wiley.

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