Custmer Satisfaction in Bhd Cinema
CHAPTER II: LITERATURE REVIEW
This chapter collects the necessary literature used to be as the theoretic base to guide the research direction and to develop appropriate scale for measuring customer satisfaction in leisure industry. Earlier researchers found that there has been a close association between research on consumer satisfaction and quality measurement, therefore, the SERVQUAL model is chosen to apply in this context with some modifications.
2.1 Customer satisfaction
A variety of researcher has devoted to define the nature of customer satisfaction. Kotler (2000) defined satisfaction as: “a person’s feeling of pleasure or disappointment resulting from comparing a product’s perceived performance (or outcome) in relation to his or her expectations”. Hoyer and MacInnis (2001) said that satisfaction can be associated with feelings of acceptance, happiness, relief, excitement, and delight. According to Hansemark and Albinsson (2004), it 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 fulfillment of some need, goal or desire. With the attempt to measure customer satisfaction, Hokanson (1995) identified several factors include friendly employees, courteous employees, knowledgeable employees, helpful employees, accuracy of billing, billing timeliness, competitive pricing, service quality, good value, billing clarity and quick service.
However, between measurement and explanation there still does not appear to be a consensus regarding its definition (Giese and Cote, 2000). Depend on the situation and the product or service, customer satisfaction can be different and customer may feel satisfied with product or service, a sale person, a provider, a store, an experience, an attribute or any of these. It can be said that customer satisfaction is a highly personal assessment that is greatly influenced by individual expectations. Some
This chapter collects the necessary literature used to be as the theoretic base to guide the research direction and to develop appropriate scale for measuring customer satisfaction in leisure industry. Earlier researchers found that there has been a close association between research on consumer satisfaction and quality measurement, therefore, the SERVQUAL model is chosen to apply in this context with some modifications.
2.1 Customer satisfaction
A variety of researcher has devoted to define the nature of customer satisfaction. Kotler (2000) defined satisfaction as: “a person’s feeling of pleasure or disappointment resulting from comparing a product’s perceived performance (or outcome) in relation to his or her expectations”. Hoyer and MacInnis (2001) said that satisfaction can be associated with feelings of acceptance, happiness, relief, excitement, and delight. According to Hansemark and Albinsson (2004), it 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 fulfillment of some need, goal or desire. With the attempt to measure customer satisfaction, Hokanson (1995) identified several factors include friendly employees, courteous employees, knowledgeable employees, helpful employees, accuracy of billing, billing timeliness, competitive pricing, service quality, good value, billing clarity and quick service.
However, between measurement and explanation there still does not appear to be a consensus regarding its definition (Giese and Cote, 2000). Depend on the situation and the product or service, customer satisfaction can be different and customer may feel satisfied with product or service, a sale person, a provider, a store, an experience, an attribute or any of these. It can be said that customer satisfaction is a highly personal assessment that is greatly influenced by individual expectations. Some