Description
For attached paper, Prepare and submit draft literature review summarizing the central themes or key findings from the identified secondary and primary scholarly literature sources that you propose including in your research proposal and as they relate to your problem statement and research question(s). All literature used must be properly cited and referenced in APA format.
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Running head: Literature Review
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Literature Review
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Literature Review
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The Relationship between Consumer Satisfaction and Organization Performance
Customers want to feel a certain level of satisfaction when buying products. They want to
feel that the effort they put into buying a product is equivalent or at a lower level than the buying
experience they will get. It is therefore important for organizations to ensure that consumers’
positive emotional state of satisfaction is reached when they buy their goods. It has often been a
discussion on whether consumer satisfaction affects organizations and the extent to which it
affects organizations. The level of satisfaction a customer gets from buying your product will
depend on whether the same customer will come back again and buy your product or choose a
competitors’ product (Oliver, 2014). Organizations in the service sector are more affected by
customer satisfaction, unlike organizations that produce products as customers are more likely to
use a service again if they are satisfied than buying the same product. Organizations should
ensure they find out the response customers have about their products and services as this will
assist them in making crucial decisions in ensuring customers are satisfied. By being aware of
how customers feel about their products, they can work on bettering their products and services
and improve in the way they relate to their customers (Stein & Bowen, 2003).
Researchers have widely studied and continue to study this customer satisfaction and
organization performance relationship. The more customers are satisfied by organizations, the
easier it is to retain customers as more people will repurchase the goods. This loyalty then leads
to a rise in profits for the firm. As customers are a big part of the success of a business, finding
out the level of their satisfaction is essential in keeping an organization sustainable. According to
Stein and Bowen (2003), the way a customer behaves is highly impacted by their extent of
satisfaction. A customer’s referrals and purchase retention will depend on how satisfied they
were with an organization’s product or service. In addition, studies have revealed that certain
Literature Review
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factors assist in measuring how an organization has performed. These factors include: market
share, revenue earned from sales, and profit margins are impacted by customer satisfaction.
Therefore, organizations that have a higher customer satisfaction tend to have a higher
organizational performance.
In recent years, researchers have done studies to show the relationship between consumer
satisfaction and organization performanc...