Satisfaction is just the start

Abstract

The article discusses the importance of customer satisfaction as part of a brand management strategy. It is said that customer satisfaction plays a crucial role in loyalty and brand switching, brand image and long-term brand viability. The complexity of satisfaction review and loyalty has grown manifold due to multiplication of brands and communications channels. Marketers need to understand all the connections between consumers and brands in order to manage brands effectively. Marketers who manage brand loyalty trade strategic planning and decision making for reactivity.