Impact of Customer Satisfaction on Purchasing Decision

Abstract

Nowadays competition is more and more fierce, so it is essential for companies that their customers are satisfied and therefore more loyal. Customer satisfaction has a fundamental impact on the economy of the company. After all, a satisfied customer is more loyal and a loyal customer purchases and consumes more, waits for the product or service to be made available in the market, does not give in to offers from competitors, and suggests the service to other potential consumers. Through increased loyalty, customer satisfaction helps secure future revenue through repeat purchases, hence the importance of customer satisfaction to businesses. We collected the data necessary for our study by distributing a questionnaire to a sample of 100 people. The data were analyzed using IBM SPSS Statistics 23 software. The aim of the study is to analyze the impact of customer satisfaction on the purchase decision. The findings of the study have shown that the more satisfied customers are, the more they are inclined to buy.