Авторы: A.O. Kandaurova, N.Ye. Gubenko
Источник: 69-я Международная студенческая научно-техническая конференция, Астрахань, 15-19 апреля 2019 года: материалы / ФГБОУ ВО Астраханский государственный технический университет
, 2019 – электронное издание.
ВNowadays, in practice, it is not done to predict the level of customer satisfaction of the product being created, which can later become the cause of its «failure» in the market. In this connection, many organizations resort to a strategy aimed at increasing customer satisfaction and loyalty. As part of this strategy, customer satisfaction and loyalty are monitored, customer relationship management systems (CRM) are being introduced, and consumer surveys are being conducted. To retain existing ones, to replenish the regular customers ranks, to create more efficient products are common tasks for all developers, and their effective solution is impossible without introducing into the managing practice of customer satisfaction continuous monitoring.
Consumer satisfaction is defined as "a feeling experienced by a consumer after purchasing or using a product" [1]. The purpose of the study of customer satisfaction is to ensure that the maximum number of customers’ expectations come true. And it would be better if they are “covered” by the product characteristics, causing the customers delight.
Before starting the development of a product, it is necessary to find a solution that could reduce the operating time and minimize errors at the developing stage. During solving these problems, special attention should be paid to customer satisfaction, since it is the basis for their loyalty formation to the developer, which later becomes the source of his financial well-being, thereby playing an important role in his success in the market.
Today customer satisfaction is amount to quality management standards ISO 9000:2000, ISO 9001:2000, ISO 9004:2000. Standards cover the following areas: management responsibility, resource management, product sales, measurement, analysis and improvement.
Evaluation and management of customer satisfaction allows to do better what is meaningful for consumers, to determine consumer needs and their relative importance, to understand how consumers perceive the product being created, to identify unmet needs and areas that are most significant to consumers, to identify the product extra functions, to set goals to improve the product and to control the process of achieving them and to improve performance by increasing customer loyalty.
The analysis of customer satisfaction makes it much easier to compile a general picture of the multimedia product being created, highlight the main requirements for it, and also to evaluate the work of the developer for errors much easier.
Customer satisfaction is influenced by some fundamental factors: the developer established reputation, goods quality, consumer expectations about the product, using value.
It should be noted that customer satisfaction shapes customer loyalty directly. Consumer loyalty is determined by the positive consumers attitude in point of the entire activity of the developer. To date, in connection with this, several universal models of consumer loyalty research have been developed, which work with different efficiencies on different product groups. Therefore, it is advisable to analyze models possible application to assessment of multimedia products consumer loyalty.
Methods of studying loyalty, as a rule, are divided into two groups. They are empirical methods and mathematical methods. Usually they are used fully, as they allow you to determine different characteristics of the process under study. There are six main methods of customer loyalty research, among which there are both empirical and mathematical.
The method of needs separating arose in the 50s of XX century based on the experience of many companies engaged in trade and services. The level of loyalty here is determined by how many times a customer turns to the same company, ignoring similar products from other companies. But the method of needs separating has one major drawback notably customers can buy goods of a particular company not only because they are truly loyal.
The conversion model was proposed by two researchers, Jan Hofmeyr and Butch Rice. It allows you to determine the degree of customer commitment. The main indicators here are: brand satisfaction, the importance of brand choice, alternatives and fluctuations. Satisfaction indicates that the higher its score, the greater commitment. But satisfaction cannot be correlated with behavior, so it is not possible to disclose the reasons for the customers actions fully.
The ANA methodology was developed by aircompany "ANA". Exploring customer loyalty issues, they distinguished four main customer segments: customers who do not have the choice and are forced to purchase the product of one company, unsatisfied and negatively inclined customers, fuzzy customers, regular customers. The company should not just meet the client needs, but "work" beyond his expectations as well, because the partially satisfied client may choose another company, supposing that the new choice will be better.
The author of another method is a well-known American marketing specialist David Aaker. It offers several options for measuring loyalty based on research: consumer behavior, costs accounting, satisfaction, relationship to the brand, commitment. In order to implement this method, various types of surveys and questionnaires are used to determine each specific indicator of loyalty. Then loyalty indices are calculated by the arithmetic values of average points for all aspects. Thus, it is possible to make an estimation of all factors that form the loyalty degree.
Another model was created by Jean-Jacques Lambin. His loyalty estimation is carried out by three criteria: the quality of the product main benefits, providing services process, services value perceived by the client.
Analysis of the presented methods of loyalty research helps to find out how it is necessary to set the further loyalty management process, to understand which changes occur in loyalty over time and to find ways to improve the service quality, which will take into account the consumers interests and features. To solve this problem, the system is being developed.
In this way, relying on the consumers wishes, the organization will be able to fulfil their requirements in full and anticipate their expectations, thereby increasing the quality of the products created. It will allow to achieve not only financial success but consumer commitment as well. Consequently, there arises the expediency to create a system for analyzing customer satisfaction and loyalty in order to implement the strategy of the multimedia products developing company.