An important element of the market analysis is customer satisfaction survey conducted after the purchase of a product or rendered service. The purchaser is pleased if his expectations are fulfilled.

Customer satisfaction affect:

  • quality of the product,
  • price,
  • proper service,
  • customer service.

Customers are contended when they received what they expected or the purchase exceeded their expectations. Customer satisfaction is extremely important if they decide to re-purchase the product.

Customer satisfaction is a gradual feature – the customer can be fully or partly contended. High level of customer satisfaction influences their loyalty towards the brand. In case when customers are pleased with the purchase, it is possible that they will purchase the company’s product again.

Customers use the service or purchase goods from the company that offers values of higher quality.

There are:

  • CPV - Customer Perceived Value – that is the result between the predicted evaluation of all benefits and expenses connected with particular offer and the competitors’ offer.
  • Total price delivered to the customer, namely visible price connected with the economic, functional, mental benefits that are expected by the customer from the given market offer.
  • Total expenses of the customer – overall costs connected with the expenses on the analysis, gaining, using and clearing out the given trade offer.