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The purpose of an organisations existence is to earn profits and pursue growth and stability. And this can be achieved by providing high quality services to its consumers, in other words satisfying their needs and demands. It is very important for a business to attract and keep a customer. If organizations successfully create and retain clients in a cost effective way, they can earn revenue while continuing to survive and thrive. It is of no doubt that organization's profitability is affected by customer satisfaction. According to Hoyer (2001), satisfied customers form the base of any profitable organisation as customer repeatedly purchase, they buy more often and do more business with the organization. Customer satisfaction also leads to brand loyalty, and positive word of mouth. Customer satisfaction is affected by many different factors such as competitive pricing, service quality, good value, employee friendliness, courteousness, politeness, timeliness, helpful behaviour, billing clarity and quick service Hokanson (1995). Customer satisfaction can also involve many different variables that may include pricing, lead times, responsiveness, reliability, conformance, convenience and professionalism. The weight of each variable can differ significantly by organisation and even across product lines. The largest contributor to customer satisfaction is customers; perception which the organization can't fully control. In the business of pleasing customers, perceptions are fact. Customer expectations are continuously increasing. Organisations have to continuously update their policies with the changing customer expectations and perceptions. Organisations also have to make that sure customer expectations are clearly met and their enquiries and issues are timely resolved (Cook, 2004).

Increased competition and rise in expectations of consumers have forced the businesses to constantly offer high quality services and improve the value of its clients. They can hold on to existing customers and understand to attract new ones only by meeting the demands of their clients and achieving customer satisfaction. There are few companies who are taking a slightly different approach as markets are shrinking and competition is increasing: They are trying hard to boost customer satisfaction and retain their existing current customers rather than devoting additional resources to chase prospective new clients because of high cost in attracting new ones keeping current existing consumers. It has been realized that it's far less costly to entertain and increase satisfaction of current clients than it is to win new customers for the business. It has also been accepted that there is a strong connection between customer satisfaction, customer retention and profitability. Customer satisfaction is therefore, a core operational goal for many companies (Armstrong, 2008). Organizations are more attentive to customer needs than before and they are extensively focusing on customer satisfaction. It is hard to find an organization that doesn't claim to be a customer-oriented, customer-focused, or even-customer driven business. Managers must understand that practicing customer satisfaction is a strategic and critical decision. It is not something organizations do simply to achieve a standard; it's something an organisation does to stay in business. Organisat本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。