Customer orientation means that a company’s managers and employees respond to customers’ changing wants and needs. A manufacturer of plastic fasteners has created a customer satisfaction survey that it asks each of its customers to complete. The survey asks about the following factors:
(A) Lead time;
(B) Delivery;
(C) Price;
(D) Product performance.
Each factor is to be rated as unsatisfactory, marginal, average, satisfactory, or very satisfied.
a. Match the competitive forces 1 through 4 to the factors on the survey. A factor can be matched to more than one competitive force.
Survey Factor Competitive Force
A. Lead time _______ 1. Cost
B. Delivery _______ 2. Time
C. Price _______ 3. Quality
D. Product performance _______ 4. Flexibility of service
b. How can managers of this company use the information from this customer satisfaction survey to better meet competitive forces and satisfy their customers?