Customer Satisfaction: A Central Phenomenon in Marketing

Topics: Good, Service, Customer service Pages: 5 (1349 words) Published: January 28, 2014
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1. Customer satisfaction
1. Customer satisfaction is a key factor in formation of customer’s desires for future purchase (Mittal & Kamakura, 2001). 2. Furthermore, the satisfied customers will probably talk to others about their good experiences. This fact, especially in the Middle Eastern cultures, where the social life has been shaped in a way that social communication with other people enhances the society, is more important (Jamal & Naser, 2002). 3. Customer satisfaction leads to repeat purchases, loyalty and to customer retention (Zairi, 2000). 4. Satisfied customers are more likely to repeat buying products or services. They will also tend to say good things and to recommend the product or service to others. On the other hand dissatisfied customers respond differently. Dissatisfied customers may try to reduce the dissonance by abandoning or returning the product, or they may try to reduce the dissonance by seeking information that might confirm its high value (Kotler, 2000). 5. Customer satisfaction is a post-purchase evaluation of a service offering (Oh, 2000, Bolton and Drew 1991). 6. Customer satisfaction is considered to be one of the most important outcomes of all marketing actinities in a market-oriented firm and become the most important predictor of future behavioral intention (Shamdasani and Balakrishnan 2000, Hamburg and Giering 2001, Gorst, Wallance and Kanji 1998, Oliver 1999, Fornell et al. 1996, Huber and Herman 2001). 7. More recently, the international service studylooked at, among other things the link between business practices and customer satisfaction (Roth et al., 2000). 8. Customer satisfaction was measured by a nine item adapted from Walfried et al. (2000), 9. Customer satisfaction is influenced by customers’ perceptions of quality (Zeithaml and Bitner, 2000). Service quality is an antecedent of the broader concept of customer satisfaction (Gotlieb et al., 1994; Buttle, 1996; Zeithaml and Bitner, 1996; Lee et al., 2000) and the relationship between service quality and loyalty is mediated by satisfaction (Caruana, 2002; Fullerton and Taylor (2002) 10. Customer satisfaction is the customers' evaluation of services after purchase as opposed to their expectation (Oliver, 1997; Zeithaml & Bitner, 2000). 11. Customer satisfaction is the overall evaluation to services. It is the reflection customers make to their previous purchase. If it always exceeds their expectation, their loyalty increases. Customer satisfaction should be highly valued in business (Ostrom & Iacobuci, 1995; Hou & Yao, 1995; McAlexander et al., 2003). 12. Gerportt, et al., (2001) as cited by Hansemark, (2004) described customer satisfaction as a direct determining factor in customer loyalty, which in turn, is a central determinant of customer retention. 13. Hansemark, (2004) description suggests that customer satisfaction is based on desired customer‟s service experience.

2. Customer
1. Customers are looking for better value in the services and the product they purchase (Gronroos, 2000) 2.
3. Satisfaction
1. Parasuraman et al. (1991) say that satisfaction is a decision made after experience while quality is not the same. On the other hand, in satisfaction literature, expectations for goods is “would”, while in service quality literature, expectations for goods is “should” 2. According to Hansemark and Albinson (2004) “satisfaction is an overall customer attitude towards a service provider, or an emotional reaction to the difference between what customers anticipate and what they receive, regarding the fulfilment of some needs, goals or desire “ 3. . Kotler (2000) defined satisfaction as: “a person’s feelings of pleasure or disappointment resulting from comparing a product perceived performance (or outcome) in relation to his or her expectations” 4. -Most of the previous researchers have found that satisfaction is influenced by the quality and value perceived which is determined based on their expectation. (Oh, 2000;...
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