Main Article Content
Abstract
Customer satisfaction is a tool of measurement, how best one company can produce and meet its customer expectations. Customer retention is the capability or ability of any organisation to retain its customers. These are the two challenges for any marketer which are continuously challenging the marketer and his marketing strategies. Among these two, Customer satisfaction is the main factor which influences Customer retention. Customer satisfaction is the success mantra for every organisation in this competitive world. Satisfying the customer by understanding their needs and preferences is the underlying objective of any marketer. Satisfying the customer is a big challenge for any customer centric market.