Analisi della customer satisfaction: come l'opinione dei clienti influenza il successo di un prodotto

The purpose of this study is to find out if the analysis of customer satisfaction increases the chances of a product success on the market. The author aims at researching how Midas Italia Spa, a company in the car repairs industry, conducts this type of analysis and if it is crucial for the success (or failure) of its products on the market. The analyzed goods are Midas Connect and Cosmo, two devices that monitor, respectively, cars and motorbikes' functioning. In order to understand which factors could possibly lead to a positive outcome, an analysis of the theoretical background of customer satisfaction is carried out. In addition to that, it is crucial to understand its relationship with product success. The study will examine how the company conducts its customer satisfaction analysis and if it can help the products to reach the expected level of success. After a company introduction, there will be a description of the products chosen for this analysis and the customers' satisfaction level about them. To carry out the analysis, I applied quantitative and qualitative methods, including interviews to employees and data about products and customers. The case study illustrates that when a company lacks in the customer satisfaction analysis, products will not reach the expected success.