Tham khảo tài liệu 'principles of service marketing and management_7', khoa học xã hội, kinh tế chính trị phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | CHAPTER TWELVE CREATING VALUE THROUGH PRODUCTIVITY AND QUALITY 2 75 satisfaction provides many benefits for a firm and higher levels of customer satisfaction lead to greater customer loyalty. In the long run it is more profitable to keep good customers than to constantly attract and develop new customers to replace the ones who leave. Highly satisfied customers spread positive word of mouth and in effect become a walking talking advertisement for a firm which lowers the cost of attracting new customers. This is particularly important for professional service providers like dentists lawyers engineers or accountants because reputation and word of mouth are key information sources for new High levels of customer satisfaction are an insurance policy against something going wrong. Long-term customers tend to be more forgiving in these situations because an occasional bad experience will be offset by previous positive ones and satisfied customers are less susceptible to competitors offerings. It s no wonder that many companies place so much emphasis on customer satisfaction given its positive relationship to customer retention market share and profits. Return on Quality Many strategies to improve customer satisfaction are costly to design and implement. Thoughtful managers ask Which quality improvement efforts will provide the greatest financial returns This investment-oriented approach is called return on quality ROQ .24 A company s research and complaint data may show that some quality defects are much more important to customers than others and some defects cost more money to fix. Moreover not all quality improvement efforts will necessarily pay for themselves. An ROQ approach can help a firm set priorities based on investing resources to fix those defects that will subsequently yield the best financial objective should be to undertake a systematic method for rank-ordering quality improvement efforts according to their anticipated financial .
