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Customer satisfaction in marketing is affected by entertainment, honesty, credibility, and applicability. Effective marketing campaigns capture attention, provide useful information, and evoke genuine emotions. Credibility is important, but some suspension of belief is acceptable. Marketing messages must be applicable to the customer’s lifestyle and solve a problem or satisfy a need.
Customer satisfaction is the degree to which customers are satisfied with a company, product or organization. Customer satisfaction in marketing is the extent to which customers are satisfied with the way a business or organization has marketed itself, its products or services. Factors affecting customer satisfaction with a marketing effort include entertainment and informational value, perceived honesty or credibility, and perceived applicability.
People, including customers, like to be entertained. Advertising, advertising, and other marketing efforts that capture a customer’s attention and are interesting or entertaining can increase marketing customer satisfaction levels. Marketing that evokes genuine emotions, whether it’s laughter or sadness, can be very effective in connecting with a customer.
Customers often like marketing campaigns that tell them something useful about the company, product or service, or life in general. This could include interesting facts about the company’s history, pricing, promotional opportunities, or information about where to buy the product. Providing such information may increase marketing customer satisfaction.
The level of perceived honesty is critical to marketing customer satisfaction. No matter how attractive a marketing campaign may be, customers are likely to be annoyed or even angry if they feel a company is lying to them in order to encourage a sale or believe that the product or service is being intentionally misrepresented. Angry customers are unlikely to buy and may even discourage others from doing so.
Credibility is related to honesty, but it should be viewed a little differently when considering marketing customer satisfaction. While all claims and representations made about the product or service must be credible, the scenario in which they are presented to suspend belief is fine. For example, everyone knows that animals and inanimate objects cannot speak. However, many product “spokespersons” are not human. This is fine and may even add to the entertainment factor of an advertisement, but any claims made by these characters about the product should still be believable to the customer.
In order to achieve high levels of customer satisfaction in marketing, the customer must also perceive that marketing messages are applicable to them. This means that images and messages must seem appropriate to the customer’s lifestyle and must appear in the price range that the customer would feel comfortable with. Likewise, the product or service must appear to solve a problem for the customer or satisfy a need or want. The customer must also perceive that the product or service is meant for someone like him.
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