Abstract:
The study sought to examine the influence customer care elements have on
customer satisfaction at ATL FM. The study employed a quantitative research
approach using explorative factor analysis in assessing customer care influence on
customer satisfaction. Data was collected from the various customers of the FM
station with the help of the station’s marketing department. The responses were
analysed using descriptive statistics, correlation, regression and exploratory factor
analysis. The study found that customers perceive communication skills and
customer service culture skill as the most influential factors in achieving customer
satisfaction. The study also found that customer care activities or initiatives were
relevant in satisfying customer needs of clients of ATL FM. The study recommends
that to effectively undertake customer care initiatives, corporations or media firms
need to prioritize customer needs, request and manage continuous feedback,
effectively handle customer complaints, ensure rapid employee responses and train
friendly and sympathetic customer care personnel. Also, the study recommended
instituting a work culture that promotes a customer service culture in order to
achieve customer satisfaction, a relevant element in boosting firm performance.
