The essence and importance of measuring customer satisfaction

The essence and importance of measuring customer satisfaction in Ho. Re. Ca sector Project proposal: Ilya Pashaev Group 422 Research supervisor: A. S. Malin

Background • Many previous researches have shown the fact that it takes much more resources to attract new customers than to retain the old ones; • Recommendations from friends are the main source of information that people rely on while making a choice. It means that satisfied customer is the best way of promotion. • Customer feels satisfied when the purchased product meets his requirements or exceeds them.

Literature review The main marketing orientation approaches: • • The production orientation (until the 1950’s) The product orientation (until the 1960’s) The selling orientation (1950’s and 1960’s) The marketing orientation (1970 to present day)

Literature review Kano model • Basic • Performance • Exciting • Sometimes it is almost impossible to remain or become a leader without constant innovations. • If a company doesn’t develop a product, it gives a great chance for their competitors.

Methodology SERVQUAL • • • Reliability; Assurance; Tangibles; Empathy; Responsiveness.

Professional significance • Every single company in Ho. Re. Ca sector must constantly improve its service to survive on the market. • The lack of attention to what customer really needs could become a fatal mistake that is very difficult to correct. • This study provides greater adaptation of theory for this specific economic sector.

Results anticipated • The main hypothesis confirming the correlation between restaurant’s profitability and its customers’ satisfaction is likely to be proved.

Thank you for your attention!