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In today’s competitive environment, delivering high quality service is the key for a sustainable competitive advantage. Customer satisfaction does have a positive effect on an organisation’s profitability. Satisfied customers form the foundation of any successful business because customer satisfaction leads to repeat purchases, brand loyalty and positive word of mouth.

Customer Satisfaction Index (CSI) measures the satisfaction level of customer towards product or services. CSI is needed to provide a comprehensive insight to the customer pre and post purchase behaviour. The index will raise company service excellence standard, focus on quality improvement, elevate brand reputation, strengthen long term customer relationship and loyalty and CSI will serve as an indicator of the company’s health.

Customer satisfaction is tied directly to profitability. If customers are happy, they tend to be loyal. And if they are loyal they not only buy more, but they will refer to other customers.