A study on Sustainability and customer satisfaction

Abstract

In recent years, a key global challenge faced by the human race is to address climate change and reduce green house emissions. As many of the environmental protection strategies are short term in nature, it becomes essential to have a long term perspective to save the resources today for the future generations. Business organisations have now adopted various measures under the term „green initiatives‟. Beyond the marketing efforts, when a business considers economics, ecology and equity in decisions, it becomes a sustainable one. The advantages earned by such sustainable organisations are enhanced reputation, cost savings, tax deductions and improved employee morale.
This article attempts to describe the sustainability efforts of a company making carpet tiles with operations in America, Europe, Asia Pacific and, Middle-east and Africa. The objective of this article is to know the impact of the sustainability efforts of the organisation on customer satisfaction. Primary data was collected from 23 engineers of the clients of the organisation using a questionnaire and secondary data was collected from the organisation. Results showed that the customers valued the sustainability efforts of the organisation and they preferred to buy their products in comparison to the competitors. Correlation results showed that there was moderate relationship between sustainability and customer satisfaction. Implications of the study indicate that the organisation has to enhance its efforts to educate the prospective customers about the certification of its processes and advantages of its products and services.