The Exploration of Customer Satisfactions-An Example of Dentistry Clinic

摘要

The technology of the Internet and information has developed dramatically. Now a day, the Internet and the WWW have been proven to be useful tools for improving communications between the business and customers. Due to the dramatic change of customers' behaviors, business have to modify their marketing strategy for improving competition. Recently, the development of marketing strategy is changing from customer oriented to relationship oriented. Customer centricity is the pivotal strategic issue in business relationship development. Meanwhile, customer centricity is all about growing enduring relationships with profitable customers. Eventually, retaining important customers is crucial to business success. Therefore, how to retain profitable customers is the critical issue in relationship marketing. Any business that develops stronger relationships with their customers over the long-term, possess a unique advantage over their competitors. In the research, the theory of Motivation-Hygiene theory, proposed by Frederick Herzberg, was utilized to explore influencing factors on customers' basic demand, satisfactions and expectancy on pre-purchase and post-purchase. The exploratory research including field notes is applied to the association of dentistry clinic to identify influencing factors. The exploratory method included an activity in which customers were asked to determine which styles of dentists were qualified and what kinds of services were satisfied. Without explicitly being taught the characteristics of each dentist, customers were forced to explore these ideas themselves and to build their satisfaction through exploration. The result of this research will be further conducted into the creation of electronic customer relationship management (E-CRM) system. We believe that the competition of the clinic would be improved.