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 influence consumer satisfaction, incorporating findings from articles, texts and research on the topic.The question posed by this paper for discussion, 'Customers cannot be satisfied until all causes for dissatisfaction are eliminated' is entirely false. Customer satisfaction levels are determined and influenced by many elements, not all relating directly to the service encounter, and customer satisfaction can be achieved despite an unsatisfactory service experience. And like wise an unsatisfactory evaluation of a service can be attained with out service failure, this and the factors by which it is caused will be illustrated through the duration of this paper.Understanding consumer satisfaction and the elements that
Demographic factors can also impact a consumers expectations of performance, as shown in the research paper by J. It is an affective (emotion) state or feeling reaction in which the consumers needs, desires and expectations during the course of the experience have been met or exceeded. This includes frontstage elements such as equipment, personnel and other customers, as well as backstage elements such as billing or stock levels, all of which can be perceived and evaluated, due to the elements which will be discussed below, in many different ways. Equity theory -( perceived fairness) the comparison of the ratio of the buyers inputs to outputs ( benefits received) in comparison to the sellers inputs/ outputs. influence it are fundamental for management of any service organisation trying to remain competitive. Also there is a perceived high risk in choosing a service provider as you cannot evaluate the service prior to purchase. As well as encouraging new customers who may not be satisfied with there current service provider. (Kotler, p679)In summary satisfaction is when the post purchase evaluation of the service either meets or exceeds the consumer's expectations. England, which examined patient satisfaction with nursing care after a particular surgical procedure. Consumer ExpectationsThe predominant element which shapes a consumers evaluation of a service is the consumers expectations, 'pre - purchase beliefs about service provision that act as a standard or reference point for judging post purchase performance' (lovelock p 94). - Control attribution - Here the customer assesses whether or not the incident was within the control of the firm. SatisfactionMany definitions for satisfaction exist Lovelock describes satisfaction as 'a consumers post - purchase evaluation of the overall service experience (processes and outcome). The study compared different methods of nursing and patient satisfaction using the SERVQUAL method, which will be discussed later in more detail. Factors Influencing Consumer EvaluationsServices V GoodsWhen a person evaluates anything, whether it be a movie, a new shirt or a meal at a restaurant, many other factors will be incorporated, it is almost possible for an objective assessment to be reached.
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