Abstract

Customer relationship management (CRM) has been identified to be one of the important tasks serving to promote customer satisfaction (CS). CS is the most distinctive target for measuring customer satisfaction in enterprise, product or service quality performance. Therefore, many enterprises have initiated investigations and surveys regarding what might constitute product satisfaction for their customers. From this, they have come to understand that the most critical factors affecting satisfaction as a whole are product and service performance. This has led to a change in the core of operations from a product oriented operation to customer oriented one. The manager’s values are also determined by the customer’s opinion of product quality. In other words, the customers are the key and are always right. Whatever the products are, they are deemed good for that enterprise as long as the customers identify with them. Hence, customer satisfaction has become one of the main targets of any operation. This study analyzes customer purchasing considerations by questionnaire. The results show that not only do customers care about quality and price, but also after-sales service, and enterprises should adopt the slight profit as marketing.

Key words: Customer satisfaction, customer relationship management, product oriented, customer oriented.