There consumer is highly satisfied; if it

February 28, 2019 Marketing

There is a lot of definitions describing customer services. In general, customer services are everything, what company does for satisfaction of its customers. Services help to gain higher profit from sold products. “Quality and customer services present strong barrier against the competition, ensure customer loyalty, differentiate product, decrease marketing costs and increase agency” (Bovée & Thill, 1992).
Customer satisfaction, or dissatisfaction is the feeling a customer has about the extent to which their experience with an organization have met their needs. The definition of customer satisfaction given by Philip Kotler (Kotler et al., 2013). “If the product matches the expectations the consumer is satisfied, if it exceeds them, the consumer is highly satisfied; if it falls short, the consumer is dissatisfied” .”Customer satisfaction is directly connected to customers needs”. The degree to which these needs are fulfilled determines the enjoyment in the case of conformity or disappointment from discrepancy (Hill et al. 2007,).
The definition also encircle the fact client have an expectation as the performance of the product, customers satisfaction also applies to any individual element of a product or service experience. Oliver’s definition of customer satisfaction “the judgment of a product or service feature, or the product or service itself, provided a pleasurable level of consumption-related fulfillment, including levels of under or over fulfillment. Satisfaction can be described as the process in which you understand the need and expectations of customers and look for the best way to satisfy these needs and expectation. However the good and bad is always a subjective thing”.
Customers make satisfaction judgment about product and service, but customer satisfaction should not be confused with service quality, since service quality is just one component of a customer’s level of satisfaction. A product or service must be experienced to make a satisfaction judgment, but that is not a prerequisite for developing an attitude about quail and last most quality manager would subscribe to the “user-based-approach” then than the technical approach judgment of satisfaction are more subjective and emotional than quality judgments , with this principle (Tom Peters, 1985) create his famous “perception is reality” phrase; He emphasize that customers judgment could be idiosyncratic, human, emotional, end of the day, irrational and erratic, they are attitudes on which customers everywhere base their future behaviors, the chance that customers judgment are unfair is a little consolation once they have taken their business elsewhere.


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“The higher the expectations are the more difficult it is for the company to satisfy customers and fulfill their needs” (Zeithaml 2010). (Krivobokva,2009) shows a customer as a rule maker, whose behavior and intentions should be always considered by every company targeting at maintaining a high level of the customer flow.

From the analysis and definitions above we can conclude that customer satisfaction is a relative concept, that the need, expectation, internal and external factors can change the perception of the customer about the product or service delivered. However the customer satisfaction become useless if the customer isn’t loyal is the loyalty of the customer that enables the company to reach their goal.
According to our opinion “customer services” best and simple definition is that services help to increase value of sale products to strengthen customer satisfaction (Amico ; Zikmund 2001) . Then it is suitable to complete this definition with a part of statement of other authors ‘services simplify sale and using product’ (LaLonde ; Zinser, 1976). The following definition for customer services constructed from above mentioned can be: Customer services help to increase value of sold products, because they simplify sale and using products to strengthen customer satisfaction”. (Kanovska, 2009) There are many different notifications for customer services used by below mentioned authors, e.g. industrial services (Matthyssens & Vandenbempt, 1998); product-related services (Matthyssens &Vandenbempt, 1998); product-services or product services (Mathieau, 2001); customer services (Richardson, 1995, Baggs & Kleiner, 1996, Leech, 1995, Leppard &Molyneuxe, 1994, Boveé& Thill, 1992, Amico & Zikmund, 2001); after-sale services (Richardson, 1995, Baggs&Kleiner, 1996, Leech, 1995, Timm, 2001, Sterne, 2000, Boveé& Thill, 1992, Amico &Zikmund, 2001); customer support (Armistead, 2001). (Kanovska, 2009) This ambiguity in notifications of customer services can cause some inaccuracy in right determination of the type of services. It can lead to possible misunderstandings and discrepancies.
We found that literature proves points in common as it prove differences. The result is that at least a partial consensus has emerged (Taylor, 1997)
• The service management literature argues that customer satisfaction is the result of a customer’s perception of the value received… where value equals perceived service quality relative to price… (Hallowell, 1996).
• The first determinant of overall customer satisfaction is perceived quality… the second determinant of overall customer satisfaction is perceived value… (Fornell et al., 1996).
• Customer satisfaction is recognized as being highly associated with ‘value’ and… is based, conceptually, on the amalgamation of service quality attributes with such attributes as price… (Athanassopoulos, 2000).

As we can see the literature find common points however there’s literature who presents the other way, this due (Rust and Oliver’s, 1994) third directive. Numerous studies, have specified relationships between quality, value, satisfaction and such consequences as customer loyalty, positive word of mouth, price premiums, and repurchase intentions. Closer evaluation reveals little uniformity concerning which of the three variables, or combinations therein, directly affect consequence measures. In fact, model structure appears highly dependent on the nature of the study. For instance, if the research objective is to assess customer satisfaction implications, then the model tends to be “satisfaction dominated,” such that the primary link to outcome measures is through satisfaction This is also true of studies that focus on either service quality or service value.


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