2.1. Customer satisfaction
Customer satisfaction has also been defined by another author as the extent to which a product’s perceived performance matches a buyer’s expectations (Kotler et al., 2002, p. 8). According to Schiffman & Karun (2004)
Customer satisfaction is defined as “the individual’s perception of the performance of the products or services in relation to his or her expectations” customer satisfaction could be the pleasure obtained from consuming an offer.
Measuring customer satisfaction could be very difficult at times because it is an attempt to measure human feelings.
It was for this reason that some existing researcherpresented that “the simplest way to know how customers feel, and what they want is toask them” this applied to the informal measures
There are three ways of measuring customer
• A survey where customer feedback can be transformed into measurable quantitative data:
• Focus group or informal where discussions orchestrated by a trained moderator reveal what customers think.
• Informal measures like reading blocs, talking directly to customers. Asking each and every customer is advantageous in as much as the company will know everyone’s feelings, and disadvantageous because the company will have to collect this information from each customer
The National Business Research
Institute (NBRI) suggested possible dimensions that one can use in measuring customer
• quality of service
• speed of service
• complaints or problems
• trust in your employees
• the closeness of the relationship with contacts in your firm • other types of services needed
• your positioning in clients’ minds
There exist two conceptualizations of customer satisfaction; transaction-specific and cumulative (Boulding, et al., 1993; Andreassen, 2000). Following the transactionspecific,
customer satisfaction is viewed as a post-choice evaluation...
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