It is a known fact that any business can survive only if their customers are satisfied. The achievement of customer satisfaction is not a one time job. The level of satisfaction cannot remain same all the time; it may either increase or decrease. The business depends on the level of satisfaction at the time of transaction and not on the history. Therefore one should be able to assess the level of customer satisfaction on a continuous basis and take actions to make the customer happy and then approach for a business. This is not an exception for Textile and Garment Industry.

Concept of measuring customer satisfaction

The concept of measuring customer satisfaction was propagated by the business excellence awards criteria like Malcolm Baldrige National Quality Awards and European Foundation for Quality Management way back in 1987 - 1990. Some companies, who were trying to achieve excellence developed there own methods for keeping a track on changing customer needs and their perceptions. Different agencies started the business of conducting surveys, giving weightage for different criteria and arriving at an index in order to track whether the company is showing a positive improvement or not. As the award criteria insisted on the overall results and restricted on the number of pages in the applications, the concept of presenting data of the customer satisfaction index in graphical form became popular. However, these indexes alone are unable to help the organization to take actions for improvements. For taking actions, we need the data of individual customers and the specific events or requirements. The index can help in formulating policies.

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The author is a learned Consultant for QMS and Textiles