Customer Satisfied

"A dissatisfied customer is more likely to search for information on alternatives and more likely to yield to competitor overtures than is a satisfied customer" (Harris and Harrington as cited by Santouridis and Trivellas, 2010). Customer satisfaction is very important especially in the service industry, due to there is no reason to exist without customer for service firm (Hoffman and Bateson, 2006). However, the dissatisfied customer will be no longer buying product or service from the current company; they will search for another company and enjoy the product and service that another company provides. According to Deutsch's theory, most of the dissatisfied customers do not complain directly, but they do all the complaint to friends and business associates (Deutsch, 2009). Therefore, the customer satisfaction survey will be very important to check out whether the customers enjoying the product and service that the company provides. If not, there might be a big risk to the business; the marketers should be able to perceive what is going on with the customers. In additional, according to the Technical Assistance Research Program (TARP), the average business does not hear from 96 percent of its unhappy customers. Furthermore, for every complaint received, 26 customers actually have the same problem. The average person with a problem tells 9 or 10 people, and 13 percent will tell more than 20 (Hoffman and Bateson, 2006). From the report, the author can absolutely determine that the survey is needed for today business. Moreover, the satisfaction enhances repeat purchase and positive word of mouth by customer (Santouridis and Trivellas, 2010), otherwise the reputation of the business will be severely affected and it is caused of the dissatisfaction. Therefore, Billions of dollars are spent on consultants and customer satisfaction surveys to constantly improve customer service as well as products (Lee, 2009). Thereby, the surveys should be made by professional researcher, which is linking to the improvement for the firm and keeping the existing customers. To do a survey is the best way to determine customer satisfaction level, and this can be made through various means, such mail, calling or face-to-face questionnaire.