![]() This definition serves us well with its emphasis on the process, which we’ll examine in depth across this text, of coming to understand and share another’s point of view effectively. ![]() ![]() Communication is defined as the process of understanding and sharing meaning (Pearson & Nelson, 2000).Īt the center of our study of communication is the relationship that involves interaction between participants. You could also discuss the theories and ideas of key authors in greater detail and provide several models to illustrate different concepts.The root of the word “communication” in Latin is communicare, which means to share, or to make common (Weekley, 1967). Of course, you could analyze the concepts more thoroughly and compare additional definitions to each other. Thomassen’s model is important for this study as it allows us to determine both the extent to which the boutique’s customers are satisfied, as well as where improvements can be made. These factors are compared to their experiences, with the interplay between expectations and experiences determining a customer’s satisfaction level. 1), Thomassen shows that word-of-mouth, personal needs, past experiences, and marketing and public relations determine customers’ needs and expectations. Thomassen’s definition is therefore more relevant.Īccording to Thomassen, both the so-called “value proposition” and other influences have an impact on final customer satisfaction. As a result, unconscious comparison will play an important role in the satisfaction of its customers. The boutique claims in its mission statement that it wants to sell not only a product, but also a feeling. Although Zeithaml and Bitner, like Thomassen, say that customer satisfaction is a reaction to the experience gained, there is no distinction between conscious and unconscious comparisons in their definition. Thomassen’s definition is the most relevant to the aims of this study, given the emphasis it places on unconscious perception. It is a judgement that a product or service feature, or the product of service itself, provides a pleasurable level of consumption-related fulfillment.” Zeithaml and Bitner’s emphasis is thus on obtaining a certain satisfaction in relation to purchasing. They posit that “satisfaction is the consumer fulfillment response. 86) is slightly different from that of Thomassen. The definition of Zeithaml and Bitner (2003, p. ![]() Performance that is below expectations leads to a dissatisfied customer, while performance that satisfies expectations produces satisfied customers (Kotler & Keller, 2003, p. 80) build on this definition, stating that customer satisfaction is determined by “the degree to which someone is happy or disappointed with the observed performance of a product in relation to his or her expectations.” 69) defines customer satisfaction as “the perception of the customer as a result of consciously or unconsciously comparing their experiences with their expectations.” Kotler & Keller (2008, p. In this example, we focus on the concept of customer satisfaction introduced above. Sample theoretical frameworkīelow is a simplified example showing how you can describe and compare theories in your thesis or dissertation. What factors affect the satisfaction and loyalty of the boutique’s online customers?Īs the concepts of “loyalty” and “customer satisfaction” play a major role in the investigation and will later be measured, they are essential concepts to define within your theoretical framework.How satisfied and loyal are the boutique’s online customers currently?.What is the relationship between customer loyalty and customer satisfaction?.Your theoretical framework should define these concepts and discuss theories about the relationship between these variables. The concepts of “customer loyalty” and “customer satisfaction” are clearly central to this study, along with their relationship to the likelihood that a customer will return. Research question: How can the satisfaction of the boutique’s online customers be improved in order to increase the quantity of return customers?.Objective: To increase the quantity of return customers.Problem: Many online customers do not return to make subsequent purchases.To investigate this problem, you have zeroed in on the following problem statement, objective, and research questions: They believe that improved customer satisfaction will play a major role in achieving their goal of increased return customers. This is a big issue for the otherwise fast-growing store.Management wants to increase customer loyalty. A new boutique downtown is struggling with the fact that many of their online customers do not return to make subsequent purchases.
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