Customer Satisfaction

RULE:

IF PERCEPTION = EXPECTATION = SATISFACTION

IF PERCEPTION < EXPECTATION = DISSATISFACTION

Satisfaction
is a person's feelings of pleasure or disappointment resulting from comparing a product's perceived performance (or outcome) in relation to his or her expectations.

If the performance falls short of expectations, the customer is dissatisfied. If the performance matches the expectations, the customer is satisfied.

If the performance exceeds expectations, the customer is highly satisfied or delighted.

Buyers form their expectations from past buying experience, friends' and associates' advice, and marketers' and competitors' information and promises.

The company must operate on the philosophy that it is trying to deliver a high level of customer satisfaction subject to delivering acceptable levels of satisfaction to the other stakeholders, given its total resources.