An Approach for Customer Satisfaction: Evaluation, Validation and Modeling By A Markov Chain

The main objective of this work is to develop a practical approach to improve customer satisfaction, which is generally regarded as the pillar of customer loyalty to the company. Today, customer satisfaction is a major challenge. In fact, listening to the customer, anticipating and properly managing his claims are stone keys and fundamental values for the company. From a perspective of the quality of the product, skills, and mostly, the service provided to the customer, it is essential for organizations to differentiate themselves, especially in a more competitive world, in order to ensure a higher level of customer satisfaction. Ignoring or not taking into account customer satisfaction can have harmful consequences on both the economic performances and the organization’s image. For that, it is crucial to develop new methods and have new approaches to the problematic customer dissatisfaction, by improving the services quality provided to the costumer. This work describes a simple and practical approach for modeling customer satisfaction for organizations in order to reduce the level of dis- satisfaction using the decisional prediction that allows companies to anticipate and adapt to future changes in their environment to be able to make the best decisions to ensure their sustainability. This approach respects the constraints of the organization and eliminates any action that can lead to loss of customers and degradation of the image of the organization. The problem is mathematically modeled by a Markov chain and practical examples to illustrate the work are given.