International Journal of Commerce and Management Research

Authors
Rizwana khurshid, Dr. Mushtaq A Darzi

Abstract
‘Customer is the king’. This statement bears pivotal significance to business organizations because of the embedded fact, that ultimately businesses flourish if and only it has got customers to whom it can make sales. Customers buy company products when they perceive that the products and services can meet their demands. Business units which are able to meet the expectations of customers continue to be in the scene. A satisfied customer is an indicator of probable future sales. Customer satisfaction acquires a dominant place to ensure continuous sales. Customer satisfaction is not just playing/ performing upto the expectations of customers but it is something that has broader dimensions than just merely gaining acceptance from customers for its products. Most organizations around the globe make continuous efforts to bring novelty to products, work for post-sale satisfaction of customers because not performing upto the level of expectations of the customers jeopardize the prospects of business. The study highlights that Customer satisfaction is not a single time shot to lure customers; it demands to be incorporated into the core ideas of business. It essentially involves changing the perception of customers to the company products and services.