How to build relationships with clients using assertive communication

Abstract

This thesis paper has been prepared as part of my final evaluation for my Masters in Business Administration Post-graduate degree. The main objective was to investigate how assertiveness nurtures effective communication, especially within the business environment. Further, the research aims to check if assertive communication could affect customer loyalty and satisfaction, and if it could help maximize the profit of organizations. The investigation has come to show that having the right attitude not only towards your customers, but also towards your employees, will actually keep them both happy and satisfied. We all know that if customers are happy, the whole organization is happy, and vice versa. And this is what brings success, right? Within this dissertation paper, communication is considered to be a great asset when it comes to Marketing related issues and proper customer services. This is why it has been dissected throughout the paper, bearing in mind even its very core and simple elements. Body language has also been included in the discussion, as an essential part of the effective communication process. Primary research has been conducted to establish a connection between the academic literature available on the topic and people’s opinion. The primary research has resulted in supporting the findings of the secondary research conducted, and all the relationships established have been critically discussed in Chapter 4 of the paper.