From his book named “How the Best Leaders Lead”, Brian Tracy stated that there are seven key components that leads to a business success, and one of the most crucial elements is customer satisfaction. The primary focus of a successful long-term business ought to be customer satisfaction. On top of that, the main objective of a business is to satisfy the customers’ needs. This is the only method to ensure that customers will return and keep buying the products and services offered. Therefore, in order to make sure that the customers will come again and buy the products and services provided, the manager and leader of the company must assure that the customers’ needs are well-fulfilled. This is because repeat sales have the lowest cost and the highest profit margins of all.
Most successful companies try their very best to search and maintain their customers by escalating the customer value through their organisational activities. It is essential for a company to have a strong relation with the customers for the company to survive in this high competition and development-led globalisation market.
In general, customers can be defined as an individual or organisation that purchases the goods or services produced by a business. On the other hand, customer value generally defined as a customer perceived preference for and evaluation of those products attributes, attribute performances, and consequences arising from use that facilitate (or block) achieving the customer’s goals and purposes in use situations – state of accomplishment on satisfying the customers’ needs. Thus, the customer value can be intensified if a product or services meets the customers’ requirements. Since customer value is clearly stated to be so important in improving the success of a business, hence, there are various strategies, approaches and tasks that the manager and leader can undertake to