Proposal Customers Satisfaction

Research Proposal

Customer satisfaction

A research based on a personal care product under Unilever Brand on Dove

Back ground:

Now the world's top cleansing brand, Dove has been at the forefront of research and

breakthrough technologies since the brands inception. It all started with the launch of the Dove

Beauty Bar in 1957, which revolutionized the way women cared for their skin by providing the

first alternative to soap that was less drying to skin. This promise remains at the heart of the

brand and has launched a number of other products, supported by the industry's longest-running

medical program.

In addition to Dove Beauty Bars, Dove now offers moisturizing body wash, deodorant, body

mist, shampoos and conditioners and styling aids all designed to help women take great care of

them.

Academic context:

In a competitive marketplace where businesses compete for customers, customer satisfaction is

seen as a key differentiator and increasingly has become a key element of business strategy.

Organizations need to retain existing customers while targeting non-customers; Measuring

customer satisfaction provides an indication of how successful the organization is at providing

products and/or services to the marketplace.

Customer satisfaction is an abstract concept and the actual manifestation of the state of

satisfaction will vary from person to person and product/service to product/service. The state of

satisfaction depends on a number of both psychological and physical variables which correlate

with satisfaction behaviors such as return and recommend rate. The level of satisfaction can also

vary depending on other factors the customer, such as other products against which the customer

can compare the organization's products.

The usual measures of customer satisfaction involve a survey. The customer is asked to evaluate each statement in terms of their perception and expectation of performance of the...