Theory Of Customer Satisfaction

2.3 Customer Satisfaction

There are two principal interpretations of customer satisfaction within the literature of customer satisfaction as a process and customer satisfaction as an outcome (Parker & Mathews, 2001) .Early concept of customer satisfaction research have typically defined customer satisfaction as a post choice evaluation judgment concerning a specific purchase decision (Oliver, 1980; Churchill &Superenant, 1992; Bearden & Teel, 1983; Oliver & De Sarbo, 1988).

The most widely accepted model, in which customer satisfaction is a function of disconfirmation, in which in turn, is a function of both expectation and performance (Oliver, 1997). The disconfirmation paradigm in process theory provides the grounding for the vast majority of satisfaction studies and encompasses the four constructs; expectation, performance, disconfirmation and satisfaction (Caruana et al., 2000). This model suggests that the

 Basic factors: these are the minimum requirements that are required in a product to prevent the customer from being dissatisfied. They do not necessarily cause satisfaction but lead to dissatisfaction if absent. These are those factors that lead to the fulfillment of the basic requirement for which the product is produced. These constitute the basic attributes of the product or service. They thus have a low impact on satisfaction even though they are a prerequisite for satisfaction. In a nutshell competence and accessibility

 Performance factors: these are the factors that lead to satisfaction if fulfilled and can lead to dissatisfaction if not fulfilled. These include reliability and friendliness.

 Excitement factors: these are factors that increase customer’s satisfaction if fulfilled but does not cause dissatisfaction if not fulfilled which include project