Customer satisfaction Essay Example | Topics and Well Written Essays - 2000 words

Customer satisfaction - Essay Example According to Kotler (1995) customer satisfaction can best be defined as an individual’s pleasure or displeasure resulting from comparing the outcome or performance of a product, with prior expectations about performance of the same product. Another definition which exemplifies customer satisfaction is provided by Stank et al. (2007). The scholars posit that customer satisfaction refers to consumers’ evaluation and perception of a specific service or product after purchasing and utilising it. Earlier definitions denote that customer satisfaction constitutes feedback provided by buyers about a service or a product after consuming it (Fornell, 1992; Oliver, 1981). As can be discerned from these definitions, customer satisfaction stems from a customer’s perception of the suitability of a product in comparison to actual experience after consumption. Cochran (2003) emphasises that customer satisfaction is a high subjective concept, since consumers derive pleasure from commodities on the basis of various variables such as the price of the service/product, availability, and reliability, among other attributes. Judging from the various definitions and explanations of customer satisfaction, it is apparent that this concept bears immense significance to companies like Apple, which are currently competing within the global context. For instance, recognising customer preferences and product expectations ensures that the Company manufactures computers and computer peripherals that satisfy buyers. Accounting for customers’ taste and preference in computerised gadgets partially explains Apple, Inc.’s success internationally. This is because customer satisfaction paves way for repeat purchases and heightened customer loyalty. Allbal (2011) points out that there is a wide variety of factors that influence customer satisfaction, since