Customer satisfaction
is an important element in the evaluation stage, where in satisfaction refers to
the buyer’s state of being adequately rewarded in a buying situation. Once the
customers purchase and use the product they may then either be satisfy or
dissatisfied. Today’s market is a highly competitive market with respect to all
of its prospects like company could not sell their products/services at an
attractive price and sales promotion strategies.
Today’s market
is buyer oriented where the customer is considered the king. He has full power
to choose the desired product according to his needs and wants. His preference
is most important. Because of the huge competition, every stock broker wants to
survive in the market and earn profit. This is possible only when the products/services
offered are according to the preferences of the customers and meet their
expectations. Different customers have different perceptions because no two
customers have similar wants and needs. Hence a company needs to analyze the
customer satisfactions, which helps in retaining them.
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