Research Paper on Consumer Behavior Towards Customer Satisfaction

Introduction

The current market is fraught with many challenges that provide the light and the direction towards the growth of the market network. The customer and general consumer behavior is the driving force towards innovation and invention that gives the sense of life towards the development of many retail sectors across the globe (Echegaray, p.197). It is, therefore, incumbent upon every organization to examine and to determine the ever-changing consumer behavior as a sure way of staying above the rest and to overcome the cloud of uncertainty that determines the direction of business growth and development across the globe. Consumer behavior, therefore, is the study of how individual consumer groups and general organizations buy, sell, use, dispose ideas and use the goods and services that they need in the most effective and elaborate way in line with the prevailing market conditions (Frydlova and Hana, p. 117).

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Marketers are interested in finding out the reason behind the consumers' decisions to buy some good and not others. In fact, they are more interested in doing deep analysis into the factors that influence the overall consumer decision to introduce some goods in the market alongside finding the real drive to introduce some goods into the market and to know which goods are obsolete by them. The best ways for organizations to gain the full knowledge of such information is through the conduction of thorough customer survey that is deemed to provide sufficient information pertaining to consumer behavior (Frydlova and Hana, p. 111). However, these surveys have come under massive intensive challenges that have almost pointed t the direction towards customer fatigue and disdain towards these surveys. The paper seeks t address some of the glaring consumer behavior towards consumer satisfaction; to detect elements of rebellion and fatigue towards these surveys.

Consumer Behavior Towards Different Customer Surveys

There are several types of consumer satisfaction surveys. All these surveys aim at creating a lasting conclusion on the most appropriate ways of handling the consumer demand in the wake of changing market conditions coupled with the tough and stringent market condition that dictate and ensure that the consumers'' interest is at the forefront of every organizational activity.

Relationship Surveys

Customer attitudes greatly affect attitudes and actions. The customer surveys to determine the reactions of the consumers towards branding and relationship is to help the organizations to change or alter their approach in such vital matters as sales strategies and marketing approach. Whereas the relationship surveys have been instrumental in determining customer loyalty towards certain brands and organizations, the consumers have shown continuous fluctuating trends in their reactions toward such surveys.

These relationship and loyalty surveys have seen some customers opt entirely out of some brands due to what they perceive as nagging by these brands. In fact, the numbers of customers who reply with the STOP option for the automated messaging services that seek to have customers respond to their level of satisfaction with services provided and how likely they are to use the products again or even to seek the services of the providers once more (Echegaray, p.199).

Relationship surveys are quite a road. Some of these surveys seek to determine the level of satisfaction with transactions provided by merchants by seeking to find out such aspects as the customer's reactions and feeling towards the speed of service as well as determining the level of satisfaction with the staff attitude and the overall relationship between the customer and the service providers.

Segmentation

There is a need to put every customer into their appropriate niche and ensuring that they fully meet their relevant needs for services and goods. The customer segmentation surveys have been touted to provide a deep insight into the demographic makeup of customer and their preferences towards particular services and products (Paco, Arminda, et al. p. 422). The use of mixed demographic approach of gender, sex and geography towards determining the relevance of these surveys are certain to create a lasting impression for the establishment of the cross-sectional opinion about the consumer reactions towards certain products and services and their organization.

The consumer has shown a bit of disdain towards these types of survey, in some instances, consumers smell cheekiness on the part of the commissioners of these surveys in such a way that they do not allow for the enshrinement of the true organizations' culture of respect and appreciation by the companies. According to Paco et al. (p. 422), for instance, in the wake f the women rights and gender equality, any move to position a product as feminine or masculine will be seen as an abuse to the principle of equality and gender campaigns.

Customer Survey Analysis

The customer surveys analysis has indicated a trend in a drop in the number of consumers willing to be surveyed for their opinion. There is a general indication of an overall drop in the response rate with many consumers opting out of such opinion surveys. The calculation of the response rates is the number of responses received against the total survey as a total percentage.

Whereas personal surveys still lead to the degree of response rates, there is still a slight detection of a drop in the overall response rates. he current personal response rates stand at just 57% a drop from 70% previously. The mail response has the second highest response rates of 50% (Szolnoki and Dieter, p.55). The email survey, online survey and telephone surveys trail with percentage response rates of 30%, 29%, and 18% respectively. This is despite the fact that these response rates have been on a downward slope in the recent past with the clamour and excitement that initially prompted people to want to participate blown away quite fast.

Reasons for the Reduction in Customer Participation in Consumer Surveys

While customer participation in consumer behavior surveys is important to marketers. There is a continuous dwindle in the number of consumers willing to take part in these surveys for various reasons (Colson and Matthew, p.159).

The Surveys Have Become Impersonal

Most companies tend to use spam to reach out for the opinion of customers. Most customer's feel annoyed by such moves and as such, they op to block such moves and to ignore future attempts entirely (Dickinson et al., p. 180). Consumers prefer a personal and intimate relationship with companies where they can get a one on one session with the marketers to answer all questions pertaining to the products or their preferences, without the random mail or messaging popping up on their desktops in the midst of doing something more serious to them (Gangale, Anna and Ijeoma, p.622).

The Surveys Are Often Too Long

The length of the surveys is too cumbersome for the customers to follow through and provide appropriate responses. The demographic data, for instance, is a problem for most companies because most customers will feel too victimized on such personal matters as gender and race (Dreger and Konstantin, p.14). The demographic data questions are almost on every survey with repeated questions on such matters as gender and age being the key issues that need to be answered on such contexts. The reemergence of such questions is cumbersome to most consumers who opt out of such surveys.

They Are a One Way Conversation

Customers are encouraged to take part in surveys when they feel that their voices are being heard. Data shows that 86% percent of people who take part in surveys do so because they feel that their contribution would help make a positive impact on the world (Szolnoki and Dieter, p.58). In other cases, the continued dwindling rate in the number of persons willing to take part in the surveys is attributed by the fact that the structure of the surveys makes it feel as it will only benefit the marketers and not eh customers.

Conclusion

There a systematic reduction in the number of participants taking part in consumer surveys. The cautious behaviors of consumers towards such surveys have been contributed by a number of issues. These issues are not limited to the utter belief that the surveys are meaningless but from the fact that they are either not personalized to include the interest of the consumers (Romaniuk and Magda, p.69). In other cases, the consumers feel that these surveys are generally aligned towards demographic information which they are not willing to share at ease.

Works Cited

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Szolnoki, Gergely, and Dieter Hoffmann. "Online, face-to-face and telephone surveys-Comparing different sampling methods in wine consumer research." Wine Economics and Policy 2.2 (2013): 57-66.

Szolnoki, Gergely, and Dieter Hoffmann. "Online, face-to-face and telephone surveys-Comparing different sampling methods in wine consumer research." Wine Economics and Policy 2.2 (2013): 57-66.