Customer Satisfaction

Customer satisfaction is an issue gaining focus from Managers and Marketers alike within the increasingly competitive service industry. A satisfied customer is a source of invaluable word–of– mouth recommendations and thus can stimulate further purchases. Resulting from research into this issue it has been found that a very extensive array of information relating to this topic is available. However due to the time and length restraints this paper has concentrated on the elements which …

…within the control of the firm. - Stability Attribution – after a dissatisfactory incident the customer will assess whether or not this was a once off, random occurance, or whether it is likely to reoccur.  Equity theory –( perceived fairness) the comparison of the ratio of the buyers inputs to outputs ( benefits received) in comparison to the sellers inputs/ outputs. Measuring Consumer Satisfaction  zone of indifference ( diagram)  SERVQUAL / Gap model  5 types of gaps. Applications of Satisfaction studies