Influence Of Customer Care On Customer Satisfaction: A Study Of Clients Of Atl Fm

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.