Customer Satisfaction

Jun 29th, 2015
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Customer satisfaction as a state of mind in which the customer’s needs, wants, and expectations throughout the product of service life haven been met or exceeded, resulting in future repurchase and loyalty (Anton, 1996)

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1.5. Customer Satisfactiona. DefinitionsCustomer satisfaction is a post-purchase evaluation of a service offering (Oh, 2000, Bolton and Drew 1991).Customer satisfaction as a state of mind in which the customer's needs, wants, and expectations throughout the product of service life haven been met or exceeded, resulting in future repurchase and loyalty (Anton, 1996)b. Understanding customer needs: Identify customers:Internal customers: staffs, co-workersExternal customers: children, parents, retailers, super market, supply chainHow to understand customers need:To understand what customers need, firstly Mattel must listen to their customers by Call, Email, Writing letter or Visit them to find out if they are happy with product's quality and price.Using database or CRM tools to have information about customer behavior and preferences, so that Mattel can improve customer satisfacti

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