QUESTION 1 1.1 Quality starts with understanding customer needs and ends when
those needs are satisfied. In view of this statement, explains quality. 1.2 A
development of quality concept regarding customer and their satisfaction results in
customer loyalty. Research shows that focus on custom...
, Question 1
1.1 Explain Quality
Quality is defined as the extent to which a produ ct or service meets or exceeds
customer expectations. It starts with a deep understanding of customer needs and
preferences and is realized when those needs are fully satisfied. In a broader sense,
quality encompasses the performance, reliability, and durability of a product or
service, ensuring it is fit for purpose. It is not merely about meeting specifications but
also about delivering a superior experience that delights customers.
1.2 Describe Commercial Advantages of Customer Loyalty
Focusing on customer loyalty can yield several commercial advantages, including:
a. Increased Revenue: Loyal customers are more likely to make repeat
purchases and recommend the company to others, which can boost sales.
b. Reduced Marketing Costs: It is generally cheaper to retain existing customers
than to acquire new ones, reducing the overall marketing expenses.
c. Higher Profit Margins: Loyal customers often prioritize quality over price,
allowing businesses to maintain or increase their profit margins without losing
them to competitors.
d. Enhanced Brand Reputation: Customer loyalty strengthens the brand's
reputation, attracting more customers through positive word-of-mouth and
social proof.
e. Stability and Predictability: Loyal customers provide a predictable revenue
stream, helping companies to forecast demand more accurately and plan their
operations effectively.
1.3 Techniques to Assess Customer Satisfaction
One of the most appropriate techniques for assessing customer satisfaction is the
Net Promoter Score (NPS). NPS measures customer loyalty by asking customers
how likely they are to recommend the company’s product or service to others on a
scale from 0 to 10. Customers are classified as Promoters, Passives, or Detractors
based on their scores. The NPS is calculated by subtracting the percentage of
Detractors from the percentage of Promoters. This simple yet powerful tool provides
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