Customer Satisfaction Awareness of Japanese Companies and Business Diagnosis

Abstract

Customers, one of the most important stakeholders, cannot be ignored as an indicator of business diagnosis. When customers are considered from a marketing perspective, “customer satisfaction” is often used as indicators. In this paper, we analyze attitudes toward customer satisfaction in Japanese firms based on a survey of marketing. This analysis used the results of four surveys conducted with the same questions over several years. The analysis showed that marketing managers’ attitudes toward customer satisfaction did not change significantly over the medium to long term. In addition, it was confirmed that marketing managers tended to place importance on primary data obtained within the company, such as customer comments.