RELATIONSHIP BETWEEN CUSTOMER SATISFACTION AND CUSTOMER LOYALTY
Njei, Zephan (2018)
Lataukset:
Centria-ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201805178799
https://urn.fi/URN:NBN:fi:amk-201805178799
Tiivistelmä
With the growth and emerging of new hotel businesses in Cameroon, competition has intensified thereby making hotel owners to look for ways to provide quality services. Quality services means customers will be satisfied thereby leading to them being loyal to the company. Traditionally, it is understood that an increase in customer satisfaction will directly lead to an increase in customer loyalty. The target for this research was to analyze the link we have between customer satisfaction and customer loyalty, the notion of customer satisfaction and customer loyalty with elements influ-encing them. Also, to find out what the company can to improve both customer satisfaction and cus-tomer loyalty.
Qualitative and quantitative methods were used in this research to collect data. In a bit to make the research more perceivable and conceivable, data was retrieve from both primary and secondary sources. Primary sources were collected from both an interview with the manager and a question-naire that were handed to the customers of the case company to respond. Secondary sources were taken from past literature on the concepts of customer satisfaction and loyalty. To be able to analyze the strength and weaknesses to be able to give relevant recommendations to the case company, a SWOT analysis was used.
The results of the research are planned to help the case company improve on their customer retention rate. The outcome of the research showed that the case company should concentrate on custom-er satisfaction by improving on their customer relationship management and improving on the quality of their services. Making their employees satisfied is also a vital factor in building good customer relationship. High level of customer satisfaction can lead to customer loyalty.
Qualitative and quantitative methods were used in this research to collect data. In a bit to make the research more perceivable and conceivable, data was retrieve from both primary and secondary sources. Primary sources were collected from both an interview with the manager and a question-naire that were handed to the customers of the case company to respond. Secondary sources were taken from past literature on the concepts of customer satisfaction and loyalty. To be able to analyze the strength and weaknesses to be able to give relevant recommendations to the case company, a SWOT analysis was used.
The results of the research are planned to help the case company improve on their customer retention rate. The outcome of the research showed that the case company should concentrate on custom-er satisfaction by improving on their customer relationship management and improving on the quality of their services. Making their employees satisfied is also a vital factor in building good customer relationship. High level of customer satisfaction can lead to customer loyalty.