Connecting customers' satisfaction to sustainable development. A Marketing models perspective

• Author: Enache I.C.
• Pages: 51-56

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 8 (57) No. 2 - 2015

Connecting customers’ satisfaction to sustainable

development. A Marketing models perspective

Ioan Constantin ENACHE1

Abstract: The increase information quantity and availability has generated transformations

in customer behaviour, by having almost immediately access to huge amounts of data the

customers’ process of buying a product or service is using more information regarding the

product characteristics. This situation generates changes on each step of buying process.

The customer satisfaction is harder to reach and the sustainable development of a marketing

strategy needs to take into consideration more factors. The article aims at providing new

information on customer satisfaction and sustainable development by using a marketing

models framework.

Key-words: marketing models, sustainable development, customer satisfaction

1. Introduction

The amount of information available on the internet alone is growing exponentially.

Eric Schmidt, one of the Google founders, stated in 2010: “Every two days now we

create as much information as we did from dawn of civilization up until 2003.”

(Siegler 2010, 1). Web-sites like amazon.com, ebay.com, booking.com,

gsmarena.com are offering more than 20 categories to choose from for every

product. You can choose a place to stay in Paris by price, property type, meal,

review, district and another 27 location and room facilities. You can find your

perfect phone by selecting from 6 form factors (bar, flip up, flip down, slide, swivel

and other) and 8 operating systems (feature phones, Android, iOS, Windows Phone,

Symbian, RIM, Bada, Firefox). If you chose a bar phone with Android operating

system, gsmarena.com returns 470 results only for 2015 phones. If you think it’s ok

to have a phone from 2012 you have 2066 options. And these are only two phone

characteristics. Gsmarena.com uses 48 filters to help find your phone. With so many

options the process of choosing any product has become more complex.

In this context the companies’ quest to achieve customer satisfaction has

become an aspiration increasingly hard to fulfil. For an educated customer, in the

1 Transilvania University of Braşov, Dept. of Marketing, Tourism and International Relations, e-mail:

ioan-constantin.enache@unitbv.ro