Factors Affecting Customer Satisfaction in Social Marketing – An Empirical Study

Customers are the most important entity of any business organization. Understanding the various aspects of customer satisfaction is a must for every successful business. In modern times with the ever increasing demands and knowledge of the customers, it is very difficult to satisfy them. Today's customers are more demanding, less forgiving and are not ready to spare the organization for the slightest mistake it commits. Therefore in the present era of severe cut-throat competition, achieving customer satisfaction has become a herculean task for the organizations. Moreover, the concept of Social Marketing is gaining popularity in present times; hence marketers can now make use of Social Marketing as a tool for differentiation and achieving customers’ satisfaction. This paper is an attempt to identify various Social Marketing factors which lead to satisfaction of the customers.