Page 62 - DMGT524_TOTAL_QUALITY_MANAGEMENT

Unit 5: Customer Satisfaction
Neha Tikoo, Lovely Professional University

Unit 5: Customer Satisfaction Notes

CONTENTS
Objectives
Introduction

5.1 Customer Satisfaction
5.2 Customer Perception of Quality
5.2.1 Feedback

5.2.2 Customer Satisfaction Index
5.3 Service Quality
5.3.1 Kano Model
5.4 Summary
5.5 Keywords

5.6 Review Questions
5.7 Further Readings

Objectives

After studying this unit, you will be able to:
Define Customer Satisfaction and Their Perception of Quality

Discuss Various Methods of Feedback
Explain Customer Satisfaction Index
Explain Service Quality

Introduction

Previous unit dealt with leadership in TQM, quality council and core values. It also discussed the
various leadership concepts, viz. 7 habits and Deming philosophy.
This unit will give you an insight on the concept of customer satisfaction and their perception of
quality.
There are two distinct types of customers i.e. external and internal. Internal customers are
within the company-the colleagues working together for delivering a service or product for the
external customer. An external customer may be an individual or an enterprise that hires or
purchases the product(s) or service(s) from another person or business in exchange of money.

One of the most important factors for the success of an enterprise is its customers. Without them,
a business cannot exist.
To capture customers, a business must try to find out what people want, how much and how
often they will buy and how their post-purchase satisfaction will be ensured.

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