In addition, most big multinationals are collapsing although they have been running for very many years. This is a worrying trend because customers who had been loyal to these companies are switching their loyalty to other small enterprises.

It is important to understand why this is happening because strategic managers are the ones responsible with coming up with solutions that will guarantee customer satisfaction. In order to ensure customer satisfaction, it is important to set goals for the organizations and take measurements regularly to see whether the organization is moving towards achieving those goals.

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