Customer Satisfaction as a Strategic Resource: Measuring its Role In Business Success
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Customer satisfaction has become a major strategic concern due to digitisation, a high level of competition, and high expectations in the context of Nepal’s service industry. However, there exist very few studies regarding customer satisfaction as a strategic capability of the firm in the Nepalese context. The purpose of this thesis is to provide answers to three research questions regarding customer satisfaction within the service industry in Nepal. First, how does customer satisfaction act as a strategic resource? Second, what are some of the limitations related to the measurement of customer satisfaction? Third, what are some of the organisational practices relating to strategic satisfaction management? The methodology and research design employed are qualitative research, secondary data analysis, and a multi-case study. Regulatory reports, firm documents, scholarly articles and industry research have been used as sources of data for the banks, telecommunication and digital finance service providers in Nepal. The results suggest that in Nepal, customer satisfaction is mainly driven by reliability and responsiveness, especially in sectors that depend on infrastructure. However, culturally embedded elements such as trust within the community, relationship continuity, and reputation play an important role in shaping the results of customer satisfaction. Another important aspect noted in the study relates to measurement difficulties including language differences, urban bias in data collection, the lack of benchmarking in the country, and the issue of silent dissatisfaction. Based on the findings, this thesis proposes the Nepal Satisfaction Strategy Framework (NSSF) as a conceptual model involving the integration of the four factors of satisfaction measurement maturity, strategic integration, community trust infrastructure, and integration of digital and physical service.