Theories of Customer Satisfaction
Satisfaction may come as a result of a simple or complex process, which involves extensive affective, cognitive, and other undiscovered psychological and physiological dynamics(Oh et al.,2009). That means customer satisfaction can be defined from different angles and present different definitions. Actually, many researchers define customer satisfaction as a personal feeling that customers compare perceived quality performance with expectations, which has been represented and stated in Oliver’s (1989) expectancy-disconfirmation framework. He indicated that customers make comparison of the perceived quality of products and services against their prior expectations and the difference between the two is called disconfirmation. If the disconfirmation is positive(the expectations are met or even exceeded), the customer is satisfied; if the disconfirmation is negative (expectations unmet ),the customer is dissatisfied. Detailed by Essay Writing !
Some other researcher like Bitner et al.(1990) present that customer satisfaction can take place at two levels, which are transaction-specific satisfaction and holistic (overall) satisfaction. Here, transaction-specific satisfaction refers to the consumer satisfaction with a discrete service encounter, while the holistic or overall satisfaction refers to the customers’ overall subjective after-consumption evaluative judgement on the basis of all encounters and experiences with particular organization. As a matter of fact, just like what Wang and Lo (2002) pointed out, the overall satisfaction is more basic, fundamental and useful than transaction-specific customer satisfaction in predicting subsequent customer behaviour and a company’s past, current and future performance.
As a process, satisfaction has been the universally adopted description of customer satisfaction and huge amount of research efforts have been directed to understand the process approach of satisfaction evaluations (Parker and Mathews,2001)
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