2.6 Consumer Satisfaction

• The meaning and importance of consumer satisfaction
• Terms and conditions for the supply of goods and services
• Consumer rights and responsibilities
• Remedies for consumer dissatisfaction
• Carrying out a consumer satisfaction survey

• explore the importance of consumer satisfaction in business
• examine the terms and conditions for the supply of goods and services to a consumer
• justify the remedies for consumer satisfaction
• carry out a customer satisfaction survey for the improvement of service delivery
• embrace the importance of customer satisfaction for business sustainability

“Why is consumer satisfaction important in business?”

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1. Consumer satisfaction: importance, terms and remedies
   40 min · 1 practice tasks · quiz
   Why keeping consumers satisfied is essential to a business, the terms of a sale, consumer rights, and the remedies available when a consumer is let down.
2. Carrying out a consumer satisfaction survey
   40 min · 1 practice tasks · quiz
   Putting consumer satisfaction into practice: designing a questionnaire, collecting data on how satisfied customers are, analysing it, and using the findings to improve.
3. What consumer satisfaction is
   40 min · 1 practice tasks · quiz
   Satisfaction as the gap between what a Kenyan buyer was led to expect and what they actually received.
4. Why satisfaction is survival
   40 min · 1 practice tasks · quiz
   Repeat business, word of mouth and loyalty in Kenyan markets, and why keeping a customer is cheaper than winning one.
5. Terms and conditions of a sale
   40 min · 1 practice tasks · quiz
   Reading what was actually agreed - price, quality, quantity, payment and delivery - on a Kenyan receipt and in a duka book.
6. Guarantees, returns and after-sales
   40 min · 1 practice tasks · quiz
   What a promise after the sale actually covers in Kenyan shops - and what "hakuna refund" cannot cancel.
7. Consumer rights in Kenya
   40 min · 1 practice tasks · quiz
   Article 46, the Consumer Protection Act, and the Kenyan bodies that back a buyer who was let down.
8. Consumer responsibilities
   40 min · 1 practice tasks · quiz
   Satisfaction is two-way: pay, read, use properly, keep proof, and complain honestly.
9. Remedies and the complaint ladder
   40 min · 1 practice tasks · quiz
   Choosing refund, replacement, repair or compensation, and climbing from the seller to a consumer body only if you must.
10. Surveying the local market
    40 min · 1 practice tasks · quiz
    A worked satisfaction survey of a Kenyan kiosk: six questions, twenty real buyers, one change, then ask again.