Consumers Satisfaction Management As Marketing Performance Dash Board :- Agwu Cecelia E

ABSTRACT

This study was carried out to analyze consumer satisfaction management as marketing performance dash board. A study ofAbia State shopping mall. A set ofstructural questionnaire was used as instrumentfor data collection and administered on 210 respondents under study randomly selected using Taro yamane formula. Applying the formula, the sample size from a population of250 is 210 respondents at 84% confidence level. Data analysis was made and the hypothesesformulatedwas tested using t- test. Thefindings revealed thatpositive correlationship exists between expenditure on customer retention and value of customer loyalty as index of corporate performance measurement, identification of market prospects; deciding on which customer should receive particular offer; deepening ofcustomer loyalty; re-activating customer purchases; avoidance ofserious customers mistakes and reducing the cost ofservicing customers as strategies to customer life time value enhancement have significantrelationship with corporate profitability enhancements are significantly considered indicesfor corporate performance dash board. Thisstudy, however, recommends that they shouldbe keeping great insight into consumer's value requirement and desire, organizing and setting up suitable communication mechanism and having afully understanding on consumers' brand value desire and expiration and they should be satisfying consumers’ value requirement and expectation. Consumersfix their brand perception (confidence, identification, satisfaction and loyalty) by how satisfied theyfelt on the brand, which have the impact on their continued support, participation, cooperation and consuming behavior.