Literature Review Assignment 2022

Running Head : LITERATURE REVIEW
Literature Review
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Name of the University
Author Note

Literature Review
Sales Decline
Decline can be considered to be a fall or the descent particularly in the product life cycle.
The decline stage in specific represents equal behavior for the products or the behaviors. The
decline stage occurs when a particular product dissolves as an outcome of the negative growth or
decreased growth as per the views of Strong (2018). The growth stage and the introduction
provides the enough strength for the product’ success. With most of the product decline stage,
there is an outcome of the lower demand resulting ultimately from new inventions and the
technology advancements as pointed out by Harris and Roark (2017). For a particular company,
the profitability decreases when the production and distribution of the product become no longer
sensible. The characteristics of the decline stage are increase in the competition, lower profits,
company revenue loss referring to the findings of Welch (2019). The profit making becomes
extremely challenging and the supply chain expenses and production costs increases too.
Customer Satisfaction
In the past couple of decades, the public and the private sectors have focused on the
concept of customer satisfaction. The organizations have started studying on the customer
satisfaction related factors. In the academic research and the marketing practice, customer
satisfaction has become an extremely popular topic. The previous studies of customer
satisfaction does not provide consensus in terms of its definition. It has been defined typically as
the evaluative judgment which concerns a particular service or product according to the views of
Oh and Kim (2017). It can further be termed as an outcome of an evaluative system which
contrasts perceptions of performance with pre-purchase expectations before and after
experiencing consumption. The expectancy disconfirmation theory is the most widely accepted

theory related to customer satisfaction. Oliver developed this theory suggesting that level of
satisfaction is the outcome of difference between the perceived and expected performance
supporting the views of Pizam, Shapoval and Ellis (2016). The satisfaction occurs when the
experience is better than expectations. On the other hand, when the performance of a particular
service or product is worse than the expectations, it leads to dissatisfaction. The previous studies
have revealed that the business results can be either directly or indirectly impacted by the
customer satisfaction. It is also concluded that the business profitability is positively affected by
the customer satisfaction. The findings from most of the studies show that customer loyalty is
enhanced by customer satisfaction, leaves impact on repurchase intentions and proceeds towards
positive word-of-mouth. It has also been found that satisfaction is determined both objective
factors as service features, products and subjective factors as customer needs, customer
emotions.
Few researchers also commented that location, employee attitude and service quality
influences the perceptions of the customers and they decide accordingly. Some of the primary
determinants of customer satisfaction are the time management, quality of service and attitudes
of the staffs when hospitality industry is talked about. A new study showed that there are few
primary customer satisfaction models. These models come from an extended literature from the
discipline of marketing research. This particular pool of research consists of the models which
integrated the very concept of customer satisfaction in a chain of associate concepts as quality,
value, loyalty and complaining behavior as pointed out by Yu, Li and Jai (2017). The customer
satisfaction models can be segregated as the micro models and the macro models. The macro
models are important as it give the strategic context for the researchers to study the customer
satisfaction. It provides the design for the study of customer satisfaction. The marketing research
literature consists of ideas related to customer satisfaction as equity, disconfirmation of