Understanding Customer Satisfaction through a Marketing Simulation Tool in a Postgraduate IT Class

Abstract

The paper reviews the issue of understanding customer satisfaction by means of managing customer requirements during marketing strategy execution. For that purpose segment targeting decisions and marketing strategy adoptions through a Marketing Simulation Tool by Postgraduate IT students in four academic classes are represented. The central issue is inductively tackled from the perspective of a simulation-experience-sampled IT student, whose learning insights about the customer satisfaction causality are introduced.