Essays on Customer Satisfaction and Metrics - Woolworths Supermarket in Australia Case Study

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The paper 'Customer Satisfaction and Metrics - Woolworth’ s Supermarket in Australia" is a perfect example of a marketing case study. Market metrics have been in use for a long time by marketers to justify spending. This has led to the development of different types of metrics whose measurement ranges from customer satisfaction to the usability of company websites (Eisingerich & Bell, 2008). The main aim of market metrics has been to get a means of quantifiable measurement to determine how effective a campaign has been for the business. The main market metrics are; customer satisfaction metrics, brand value metrics, customer value metrics, referral metrics, retention and acquisition metrics, multi-channel shopping metric, buying metrics and product return metrics.

All market metrics in a firm should be linked together to the firms’ strategic goals (Anderson, Claes & Sanal, 2004). This report looks at customer satisfaction metrics. This is done based on personal experience and applying the experience to Woolworth’ s supermarket context in Australia. This will help in determining how to improve customer satisfaction at Woolworths supermarket. Customer satisfaction and metrics Customer satisfaction has been defined as a judgement made by the customer whether a product is able to meet their expectations or falls below them (Eisingerich & Bell, 2008).

Customer is the main component of any business. Where there are no customers, profits cannot be achieved and the business lacks market value. The health of the relationship between the customers and marketers can be accessed using Customer Satisfaction Measurement (CSM). Customer satisfaction is an area with several elements which determines overall customer satisfaction. The customer role is influenced by the following elements (Cooil et al.

2006). Informational satisfaction is based on whether the customer is satisfied with the information they use when choosing a product. This information mostly comes from marketing and sales literature. Through the information, the customer pre-purchase decision is influenced. Performance satisfaction is another element based on how the fundamental of a business transaction is able to meet buyer expectations. Attribute satisfaction is based on observation of the product performance and coming up with a judgement. The users can identify problems during the performance of the product. Personal satisfaction is based on individual psychological judgement.

CSM models have been used for a long time to determine the satisfaction of the customers (Eisingerich & Bell, 2008). Customer satisfaction is the most widely used metrics by the managers. This is due to the fact that the metric is generic and can be used on a wide variety of goods and services. There has been evidence to link customer satisfaction with customer retention. Traditionally, customer satisfaction was seen as transaction-specific (Cooil et al. 2006). This meant that it was evaluated as transaction-specific where the post-purchase evaluation was done.

In practice, customer satisfaction has been carried out at both transactional level and overall level. At the moment, customer satisfaction has been carried out as cumulative construct based on all experiences that a customer has with a business (Anderson, Claes & Sanal, 2004). Three customer satisfaction metrics A customer feedback system is a very vital measure in determining customer satisfaction (Eisingerich & Bell, 2008). There are three customer feedback metrics that help in determining customer satisfaction. These are; average customer satisfaction score, top 2 box customer satisfaction score and the proportion of customer complaints.

The average customer satisfaction score uses the American Customer Satisfaction Index (ACSI) latent satisfaction index. The customers are asked questions concerning their overall satisfaction, performance versus the ideal product in the category and the expectancy disconfirmation. The average of the three is done as they have superior properties in measurement. Through this, it is possible to obtain the mean, median and average customer satisfaction.

References

Anderson, E., Claes F & Sanal M 2004, “Customer Satisfaction and Shareholder Value,” Journal of Marketing, Vol.68, no.8, p. 172-185.

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Cooil, B., Keiningham, T.L., Aksoy, L & Hsu, M 2006, “A longitudinal analysis of customer satisfaction and share of wallet: investigating the moderating effect of customer characteristics”, Journal of Marketing, Vol. 70 No. 4, pp. 67-83.

Dréze, X & André B 2005, “Moving From Customer Lifetime Value to Customer Equity,” Working Paper, University of Pennsylvania.

Eisingerich, A.B & Bell, S 2008, “Perceived service quality and customer trust: does enhancing customers' service knowledge matter?”, Journal of Service Research, Vol.10, no.2, p. 256-268.

Gruca, T. S. & Lopo L. R. 2005. Customer satisfaction, cash flow, and shareholder value. J. Marketing, Vol.69, no.3, p.115-130.

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Lenka, U., Suar, D & Mohapatra, P.K 2009, “Service Quality, Customer Satisfaction, and Customer Loyalty in Indian Commercial Banks”, The Journal of Entrepreneurship, Vol.18, no.2 47-64.

Woolworths 2014, About us, Retrieved 10th January 2014 from, http://www.woolworths.com.au/wps/wcm/connect/webSite/Woolworths/

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