<Ol> <Li> "Within organizations, the collection, analysis and dissemination of these data send a message about the importance of tending to customers and ensuring that they have a positive experience with the company's goods and services ." </Li> <Li> "Although sales or market share can indicate how well a firm is performing currently, satisfaction is perhaps the best indicator of how likely it is that the firm's customers will make further purchases in the future . Much research has focused on the relationship between customer satisfaction and retention . Studies indicate that the ramifications of satisfaction are most strongly realized at the extremes ." </Li> </Ol> <Li> "Within organizations, the collection, analysis and dissemination of these data send a message about the importance of tending to customers and ensuring that they have a positive experience with the company's goods and services ." </Li> <Li> "Although sales or market share can indicate how well a firm is performing currently, satisfaction is perhaps the best indicator of how likely it is that the firm's customers will make further purchases in the future . Much research has focused on the relationship between customer satisfaction and retention . Studies indicate that the ramifications of satisfaction are most strongly realized at the extremes ." </Li> <P> On a five - point scale, "individuals who rate their satisfaction level as' 5' are likely to become return customers and might even evangelize for the firm . (A second important metric related to satisfaction is willingness to recommend . This metric is defined as "The percentage of surveyed customers who indicate that they would recommend a brand to friends ." When a customer is satisfied with a product, he or she might recommend it to friends, relatives and colleagues . This can be a powerful marketing advantage .) "Individuals who rate their satisfaction level as' 1,' by contrast, are unlikely to return . Further, they can hurt the firm by making negative comments about it to prospective customers . Willingness to recommend is a key metric relating to customer satisfaction ." </P>

What term refers to the satisfaction of an item