Customers satisfaction towards Avon products in Bukit Mertajam, Pulau Pinang / Rusmiza Mohd Adzmi

In today's fiercely competitive market, no business can log survive without satisfied customers. Customer satisfaction is key to long-term profitability, and keeping the customer happy is everybody's business. Increasingly, companies are finding that factors such as lower labor costs, more efficient manufacturing, and superior technology provide only transient, short-term advantages. In the long run, however, what matters is how the companies can please their customers with their products. If the customers are happy with the valued and treated fairly. they will stay loyal to the company for a long time. Otherwise, the customers will switch to other companies at the first opportunity. In this paper, I first develop models of customer satisfaction, highlighting the role of continuous learning and improvement in this process. Then go to highlight the practices utilized by a select number of boutique considered to be highly customer focused. Traditional customer satisfaction survey tackles only the extent of satisfaction on various attributes. In today's competitive environment, more insightful information about customer's attitudes and preferences is needed. Identification of Gaps is more practical than mere knowing how satisfied the customers are. If customers are not satisfied on issues that are not important, the provider needs not worry. Gaps only exist where items are important and yet customers are not happy about. The ISG (Importance, Satisfaction, and Gaps) questionnaire can fulfil this role of helping managers to better appreciate the needs of customers and devise appropriate strategies.