Paper on Consumer Satisfaction
Added on 2020-02-24
6 Pages1639 Words143 Views
Name of student:Registration number:Module code:Name of supervisor:Subject name:Articles used:
1.DR.K.VANITHA, D. (2012). Customer Relationship Management on Customer Satisfaction. International Journal of Scientific Research,2.Hunt, D., Geiger-Oneto, S. and Varca, P. (2012). Satisfaction in the context of customer co-production: A behavioral involvement perspective. Journal of ConsumerBehaviour3.Lee, E. and Park, C. (2014). Does advertising exposure prior to customer satisfaction survey enhance customer satisfaction ratings?. Marketing Letters, 26(4), pp.513-523.4.Paul, J., Sankaranarayanan, K. and Mekoth, N. (2016). Consumer satisfaction in retail stores: theory and implications. International Journal of Consumer Studies
AbstractThis paper reviews the literature of four academic referenced journals on consumer satisfaction. The paper critically analyzes the journal articles researched using qualitative, quantitative and a combination of both methods. The aim of this paper is to analyze the theory formulated to support the concept under review and thoroughly evaluate the views and research outcomes of different researchers concerning the subject (KrüGer, 2016).Summary of theoryCustomer satisfaction is studied in different perspectives in theory. The perspectives extend from psychological, physical normative or positive views. The theories on consumer satisfaction have evolved and developed over the years. The theories however attracted great interest in marketing in the 1970s. According to Miller (1977), there are four types of expectations by consumers. They include: ideal, expected, minimum tolerable, and desirable. Customer makes their judgments based on a limited set of attributes. A research conducted in 1978 where the studies were conducted by changing the actual product performance with the intention of findings out how expectations influence perceived product performance. In many researches, researchers have concluded that customer satisfaction is more of emotion than physical performance. Other researchers observe that cognitive components of consumer satisfaction affect other reciprocally with time hence determining customer satisfaction.Discussion of common themesAccording to Dr.Vanitha (2012) Customer satisfaction can be defined as anything thatrelates to the purchase of a product. It could be factors such as price, time of execution, comfort, reliability, benefits, durability, and efficiency. He therefore arguesthat customer satisfaction is a mix of this variable and none can act in isolation. (Hunt, Geiger-Oneto and Varca, 2012) is also of this view. The author in his article argues that customer satisfaction may be of a process, product, or use of a products or period of execution of an exercise. Hunt, Geiger-Oneto and Varca, (2012) also views customer satisfaction as an emotional response to the expectations of a consumer before receiving a service of purchasing a product. The same extends to the point where the customer has already used the product to evaluate whether their expectations have been met or not. If the service or the product matches the consumer expectations then the customer is said to be satisfied. In case the expectations are exceeded, the consumer is very satisfied and if the expectations are not met, the consumer is dissatisfied. Lee and Park (2014) also agree with this view. He argues that customers make their purchase decisions based on their emotional status and the satisfaction of that customer largely depends on the emotions of that customer. The author argues that although performance of a product is important in determining the level of satisfaction of a customer, the emotions, attitudes, and perceptions of a customer towards that product influences the level of their satisfaction. Another
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