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Seminar paper from the year 2012 in the subject Business economics - Operations Research, grade: A, University of Massachusetts Boston, language: English, abstract: Continuous improvement refers to the process in which an organization makes effort to improve its services, processes and products. For the process of continuous improvement to become successful, it is necessary for an organization to have good feedback mechanisms where customers' preferences are evaluated according to the goals that a company has. Organizations use Kaizen principle to ensure success in their operations. These principles introduce continuous improvement in the culture of a company, quality of products and services, technology, safety, productivity and leadership. Using Kaizen system, employees from every level of management are given a chance of suggesting the techniques that an organization can adopt in order to improve its entire operations. Continuous improvements benefit an organization in several ways. One of the benefits of this strategy is that it helps in reducing all the wastes that may be in organization's processes. It also improves the quality of organization's products increasing the level of consumers' satisfaction. Customers' satisfaction focuses on the extent at which consumers are happy concerning services and products that are offered by a particular business. The level of consumer satisfaction is used to assess the efficiency of employees in an organization. All the employees should be trained so that they attend to all the needs of consumers. Being polite to customers drives the sales of a company. Due to this, companies are able to achieve the profits targeted by focusing on consumer satisfaction. Conducting customers' surveys is one of the methods that companies use to determine whether consumers are satisfied with the services offered to them. From the surveys, a company is able to assess its chances of having return customers. Such surveys also enable firms to know whether they have met or exceeded the expectation of consumers. Firms use the calculated customers' satisfaction levels to assess the purchase intentions of consumers. It enables firms to project the market share that they will have. All marketing efforts should be directed towards increasing the level of satisfaction of consumers. It will enable organizations to increase their brand loyalty.