According to Philip kotler “It is no longer enough to satisfy customers. You must delight them”. In a hyper competitive economy with increasingly rational buyers, a company can only win by creating & delivering superior values. This involves the following five capabilities:-

. Understanding customer values.
.Creating customer value.
. Delivering customer value.
.Capturing customer value.
. Sustaining customer value.

Customers are value maximizes they form an expectation of value & act on it. Buyers will buy from the firm that they perceive to offer the highest customer delivered value, defined as the difference between total customer value & total customer cost.

Total customer satisfaction:-
A buyer’s satisfaction is a function of the products perceived performance & the buyer’s expectation. If the performance falls short of expectations, the customer is dissatisfied. If the performance matches the expectations, the customer is satisfied & if the performance exceeds expectations, the customer is highly satisfied or delighted.

Recognizing that high satisfaction leads to high customer loyalty, many companies nowadays are aiming for TCS- TOTAL CUSTOMER SATISFACTION. For such companies, customer satisfaction is both a goal & a marketing tool.

Diagrammatic Representation of Satisfaction:-

QUALITY IS the totality of features & characteristics of a product or service that bears on its ability to satisfy stated or implied needs. Today’s companies have to implement total quality management programme if they are to remain solvent & profitable. Total quality is the key to value creation & customer satisfaction.

PRICE is the one element of marketing mix that produces revenue whereas the other produces costs. Price communicates to the market, the company’s intended value positioning of its products or brand. The company must set its price in relation to the value delivered & perceived by the customer.