Customer satisfaction is one of the best-studied areas in marketing,
because it has become a principal factor in achieving
organizational goals, and is considered a baseline standard of performance
and a possible standard of excellence for any organization
(Gerson, 1993; Munusamy and Chelliah, 2011). The slogan “the
customer is always right” highlights a high priority and the
importance of customer satisfaction (Fecikova, 2004). Companies
recognize that keeping current customers is more profitable than
acquiring new customers to replace those who have been lost
(Boulter, 2013). Considering the intense competition in the airline
industry, just satisfying customers is not enough. Rather, they
Customer satisfaction is one of the best-studied areas in marketing,because it has become a principal factor in achievingorganizational goals, and is considered a baseline standard of performanceand a possible standard of excellence for any organization(Gerson, 1993; Munusamy and Chelliah, 2011). The slogan “thecustomer is always right” highlights a high priority and theimportance of customer satisfaction (Fecikova, 2004). Companiesrecognize that keeping current customers is more profitable thanacquiring new customers to replace those who have been lost(Boulter, 2013). Considering the intense competition in the airlineindustry, just satisfying customers is not enough. Rather, they
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