Customer satisfaction definitions. 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 satisfaction: • 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 satisfaction, e.
g. : • quality of service • Innocently • speed of service • pricing • 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’ mindsThere 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 judgement of a specific purchase occasion (Oliver, 1980 ) until present date, researchers have developed a rich body of literature focusing on this antecedents and consequences of this type of customer satisfaction at the individual level (Yi, 1990). Cumulative customer satisfaction is an overall evaluation based on the total purchase and consumption experiences with a product or service over time. Fornell, 1992, Johnson & Fornell 1991) This is more fundamental and useful than transaction specificity customer satisfaction in predicting customer subsequent behaviour and firm’s past, present and future performances.
It is the cumulative customer satisfaction that motivates a firm’s investment in customer satisfaction. Those who buy the goods or services provided by companies are customers. In other words, a customer is a stakeholder of an organization who provides payment in exchange for the offer provided to him by the organization with the aim of fulfilling a need and to maximise satisfaction.Sometimes the term customer and consumer are confusing. A customer can be a consumer, but a consumer may not necessarily be a customer.
Another author explained this difference. I. e. a customer is the person who does the buying of the products and the consumer is the person who ultimately consumes the product When a consumer/customer is contented with either the product or services it is termed satisfaction. Satisfaction can also be a person’s feelings of pleasure or disappointment that results from comparing a product’s perceived performance or outcome with their expectationsAs a matter of fact, satisfaction could be the pleasure derived by someone from the consumption of goods or services offered by another person or group of people; or it can be the state of being happy with a situation. Satisfaction varies from one person to another because it is utility.
“One man’s meal isanother man’s poison,” an old adage stated describing utility; thus highlighting the fact that it is sometimes very difficult to satisfy everybody or to determine satisfaction among group of individuals.