Customers Satisfaction Injollibee

CLIENT’S SATISFACTION OF GREENLEAF HOTEL

GENERAL SANTOS CITY

PRESENTED TO

THE FACULTY OF THE COLLEGE OF BUSINESS EDUCATION

RAMON MAGSAYSASY MEMORIAL COLLEGES

GENERAL SANTOS CITY

IN PARTIAL FULFILMENT OF THE REQUIREMENTS IN MARKETING RESEARCH

(MKTG 3)

BY

QUEEN J R. BADE

OCTOBER 2016

Chapter I

The Problem

Introduction

Customer satisfaction has been a subject of great interest to organizations and researchers alike. The principal objective of organizations is to maximize profits and to minimize cost. Profit maximization can be achieved through increase in sales with lesser costs. One of the factors that can help to increase sales is customer satisfaction, because satisfaction leads to customer loyalty (Wilson et al., 2008, p. 79), recommendation and repeat purchase.

Customers became very vital in business during the marketing era of the 1950s when companies could produce what they can sell and not just selling what they can produce as it was during the production era. Since the beginning of the consumption era in marketing, (business.business-key.com) the focus on customers/consumers has increased more as the consumption era also shifts to post-consumption; where organizations are obliged to render more services in addition to what they provide as offers to their customers. (David Armano, 2009). What are the qualities of these services provided to customers? Are the customers satisfied with these services?

Thus, this research originated from the fact that customer/consumer is the key to business. In fact, their satisfaction is the most important tool that helps to increase sales and generate profits in the business environment.

From the view of operations management, it is obvious that customers play important roles in the organizational process (Lee & Ritzman, 2005, p. 92). Before the placement of strategies and organizational structure, the customers are the first aspect considered by...