Measure and Manage Customer Expectations
Market-oriented approach consists of learning about market and using it for marketing strategy and implementations. Market orientation pays attention not only to customers, but also to many of factors effective of needs, decisions, and preferences of customers.23
Customer satisfaction is typically defined as the degree to which a product meets or exceeds the customer’s expectations about the product. The key point in this definition is the understanding of customer expectations and how they are formed. Expectation level is related to alternatives that customer has. In other words, if customers have many alternatives for meeting their needs, their expectations will be higher.24 We can say that customer ...
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