Why Customer Satisfaction Is Important To Business

This paper explores the importance of customer in strategic marketing in the values of customer satisfaction and loyalty. The role of customer for organizations in the 21st century is discovered, as customers should not be simply just buyers of goods and services to be exploited for profit. Business challenges in the 21st century is that customers must be strategic business partners. This paper also provides some insights of customer satisfaction and loyalty as practices in Malaysia. The main objective is to establish a conceptual basis to understand the approaches to gain customer satisfaction and loyalty for an organization. More than 100 high quality articles from at least 70 journals are reviewed. This paper can be helpful for managers to gain basic conceptual idea of the approach in order to achieve customer satisfaction and loyalty as it is a driver for the firm’s financial performance.