2. Stakeholders-Those who
affect or who can be
affected by the actions of
an organisation.
Processes-These are a
collection of related,
structured activities or tasks
that produce a specific service
or product for a customer or
customers.
3. Resources-These are the things that an organisation at
hand has inorder to be able to achieve its goals.
Organisation-This is a social
entity that has a collective
goal and is linked to an external
environment.
4. DELIVERING CUSTOMER VALUES
AND SATISFACTION
Customer Value-It is defined as the difference
between what a customer gets from a product, and
what he or she has to give in order to get it.
Customer Satisfaction-Is
a measure of how products
and services supplied by a
company meet or surpass
customer expectation.
5. Customer Value
Customers seek to maximize value by
estimating which offer (product/firm) delivers the most
value (CPV)
forming an expectation of value and acting upon it
(purchase)
evaluating their usage experience against the
expectations
Satisfaction results when expectations are equaled or
surpassed
6. DETERMINANTS OF CUSTOMER –DELIVERED VALUE
CUSTOMER DELIVERED VALUE
TOTAL CUSTOMER VALUE TOTAL CUSTOMER COST
PRODUCT VALUE MONETARY COST
SERVICE VALUE TIME COST
PERSONNEL VALUE ENERGY COST
IMAGE VALUE PSYCHIC COST
7. CUSTOMER VALUE PROPOSITION
This consists of the sum total of benefits which
a vendor promises a customer will receive in return for
the customer's associated payment (or other value-
transfer)
8. Ways of Tracking and Measuring
Customer Satisfaction
Complaint and Suggestion Systems.
Customer Satisfaction Surveys.
Ghost Shopping
Lost Customer Analysis
9. Customer Satisfaction
Satisfaction = Performance (P) – Expectation (E)
Expectations are largely based on marketer
information and promises – must create
realistically high expectations Performance
exceeds
expectations
P>E
Performance
Performance Customer is
falls short of
matches
expectations highly
expectations
P<E satisfied
P=E
Customer is or
dissatisfied Customer is delighted
satisfied
9
10. CONTI.
To maximize satisfaction . . .
Don’t exaggerate the product / service’s capabilities in
advertising or other communications
Dissatisfaction will result
Don’t set expectations too low
Market size will be limited
