VISVESVARAYA TECHNOLOGICAL UNIVERSITY
“Jnana Sangama”, Belgaum-590014
JUST IN TIME MANUFACTURING (17IM831)
PAPER REVIEW ON
“CUSTOMER SATISFACTION”
SUBMITTED BY
Akshay Joshi (1JS17IM003) Darshan Hoysala (1JS17IM009) Dhanush S (1JS17IM033)Sathwik B (1JS17IM037)
Under the guidance of
Dr. RASHMI S.ASSISTANT PROFESSOR
Department of Industrial Engineering and Management
JSS Academy of Technical Education Uttarahalli, Kengeri Road, Bangalore, Karnataka, India 560 060
Content Marks Akshay Joshi (1JS17IM003)
Darshan Hoysala (1JS17IM009)
Dhanush S (1JS17IM033)
Sathwik B (1JS17IM037)
Introduction 07
Methodology 03
Results &
Discussions
10
Conclusions 07
Formatting
Complete Paper
03
Total Marks
Obtained
30
Abstract:
In current marketing theory and practice, customer happiness is a fundamental notion. The
marketing philosophy stresses giving customer happiness while also generating money. As a
result, the general quality of life should improve. As a result, the Customer Satisfaction is
essential for consumers, businesses, and society to satisfy their different demands. The awareness
of its significance has resulted in a surge in customer satisfaction research during the last two
decades. Numerous research and yearly conferences on customer satisfaction/dissatisfaction and
complaining behaviour have been held in an attempt to make major contributions to understanding
this vital subject.
In today's business environment, measuring customers satisfaction is critical. These measures may
be used by businesses to enhance their performance. Customer satisfaction must be measured
using both quantitative and qualitative approaches.
Consumer satisfaction results demonstrated that this concept is still in use by numerous businesses
across the world, and that it has helped them enhance their competitiveness, economic
development, and sustainability, as well as staff morale.
Keywords: Consumer satisfaction, Consumer behaviour, Marketing strategy, Price fairness
and customer service Word of Mouth
Introduction:
In general, satisfaction refers to a person's sentiments of delight or dissatisfaction as a result of
comparing a product's perceived performance (or outcome) to expectations. The consumer is
disappointed if the service does not meet his or her expectations. The consumer is happy if it
meets their expectations. The consumer is exceedingly happy or thrilled if it exceeds
expectations. Customer assessments of product performance depend on many factors, especially
the type of loyalty relationship the customer has with the organization. Consumers often form
more favorable perceptions of a product with an organization they already feel positive about.
(Kotler,2003)
Customer satisfaction is a metric that evaluates how satisfied consumers are with a business's
goods, services, and capabilities (Ha, 2006). Information on customer satisfaction, such as
surveys and ratings, can aid a firm in determining how to enhance or adjust its products and
services (Huber,2007).
The only true method to assess client happiness is to connect with them. Surveys are one of the
most prevalent means of gauging consumer satisfaction (Anderson, 1993). Multiple-choice
questions, rating questions, open-ended questions, and other methods are used to collect
feedback from respondents.
Customer satisfaction measures how well a product's usage experience matches the buyer's
expectations for value. (Razak). It is the anticipation that both the buyer and the consumer have
before acquiring and using the goods or service. (Shamsuddin, 2018). Customers demand more
than just plain value, because consumer pleasure is strongly tied to customer experience.
(Berry1985).
Customer satisfaction influences Customer happiness is both a goal and a marketing technique
for customer-focused businesses. Because the Internet allows customers to swiftly transmit both
positive and negative word of mouth to the rest of the globe, companies must pay special
attention to their customer satisfaction levels nowadays. Customers have created their own
websites to voice concerns and mobilize protests against high-profile companies including
United Airlines, Home Depot, and Mercedes-Benz. (Kotler,2003)
Many businesses are methodically assessing how effectively they serve customers,
identifying the elements that influence satisfaction, and adapting their operations and
marketing strategies as a consequence (Ganesh 2000). Client happiness is one of the most
important factors in customer retention, thus smart businesses measure it on a regular basis.
An extremely satisfied customer is more likely to stay loyal for longer, buy more as the
organization brings new and upgraded products, recommend the company’s products to
others, pay less attention to competing brands and is less price conscious, offer service or
products ideas to the company, and cost less to serve than new customers because
transactions can become routine. Customer happiness has also been connected to greater
stock market returns and decreased risk. (Melnyk et al. 2009)
Not merely a rational choice, but a high level of satisfaction or enjoyment builds an
emotional link with the brand or company. Companies that achieve high levels of customer
satisfaction make certain that their target market is aware of it
Methodology:
This study is divided into five stages, as shown in Figure 1. It entails gathering predetermined
articles, journals, and textbooks, doing a rapid review, and shortlisting materials for further
study and classification based on keywords. In addition to reviewing papers that have been
sorted according to our topic, Customer satisfaction, loyalty, consumer behaviour, and
customer relations management are all examined in depth. Finally, the paper is summarized and
outcomes are evaluated.
Figure 1: Framework Supporting Research.
Results and Discussion:
Customer satisfaction, according to the literature study, may be described as a customer's
overall attitude toward a service provider, or an emotional reaction to the difference between
what consumers expect and what they get when it comes to the fulfilment of a need, objective,
or desire. Customer happiness is viewed as a strategic instrument for corporate growth.
Customer satisfaction has a beneficial impact on a company's profitability; pleased customers
are the cornerstone of any successful business, as they lead to repeat purchases, brand loyalty,
and positive word of mouth. (Melnyk et.al, 2009). Research has shown that even a small
variation in satisfaction between a completely happy and a slightly satisfied client can result in
a higher revenue contribution. (Chandrasekaran et.al, 2007). Satisfied consumers are more
likely to tell others about their positive experiences. (McColl-Kennedy et.al, 2000).
Evaluate the outcome and summarize it.
Customer satisfaction across the different keywords
obtained from the papers
Thorough examination of sorted papers
Papers are sorted based on our subject
Primary examination on Customer Satisfaction, Customer loyalty, consumer behaviour, customer
relations management
Sl. No Paper Author Keywords Result
1
A Longitudinal Analysis of Customer Satisfaction and Share
of Wallet: Investigating the
Moderating Effect of Customer
Characteristics.
Bruce, et.al (Jan
2007)
customer loyalty programs,
customer loyalty, customer retention, customer relations,
brand choice
The initial satisfaction level and the conditional percentile of change in
satisfaction significantly correspond to changes in share of wallet. Two
variables, income and length of the relationship, negatively moderate this relationship. Other demographic and
situational characteristics have no impact.
2
An integrative model of consumer
satisfaction in the context of e-services.
Hong-Youl et.al
(March, 2006)
Consumer satisfaction,
consumer behaviour, marketing strategy,
electronic commerce, customer services
Model is not consistent with Oliver's attribution models in which satisfaction
is a consequence of attribution processing. All hypothesized variables were supported by our empirical study.
The findings present a variety of guides to formulating marketing
strategies for both practitioners and academics.
3
Are Women More Loyal Customers Than
Men? Gender Differences in Loyalty
to Firms and Individual Service
Providers.
Melnyk, et.al (July,2009)
Customer loyalty, consumer behaviour,
customer relations management, gender,
women, sex differences, customer
loyalty, gender,loyalty to company
Authors assumed primarily that females tend to be more loyal than
male later the differenceis reversed when the object of loyalty
is a group of people
4
Choice Goal Attainment and Decision and Consumption Satisfaction.
Mark; et.al (May,2007)
consumer satisfaction, consumption (economics),
household electronics industry, consumer behaviour, consumers’ attitudes,marketing research,
choice goals
Justifiability, confidence, anticipated regret, evaluation costs, and final negative affect drive decision and
consumption satisfaction, which in turn determine loyalty, product
recommendations, and the amount and valence of word of mouth.
5
Measuring customer value and satisfaction
in services transactions, scale
development, validation and cross- cultural comparison.
Frank; et.al (Nov,2007)
consumer satisfaction,
customer lifetime value, customer
services, quality of service, marketing theory, consumers' preferences, brand
loyalty
This paper focuses on discussing the relationship between these two
concepts i.e., customer value and customer satisfaction
6 Satisfaction Strength and Customer Loyalty.
Chandraseka ran, et.al
(Feb,2007)
Customer services, service industries,
consumers’ attitudes, brand
loyalty, consumer behaviour, business
enterprises, customer
satisfaction, customer
uncertainty, defection, loyalty
Key finding is that though satisfaction translates into loyalty when satisfaction
is strongly held, the translation is significantly lowered, on average, by approximately 60% when the same
satisfaction is more weakly held (i.e., high uncertainty). The studies also
indicate that prior relationship aspects (length of relationship, volume of
business, and favourability of prior experiences) result in even greater
vulnerability.
7
Satisfaction, Repurchase Intent, and
Repurchase Behaviour:
Investigating the Moderating Effect of
Customer Characteristics.
Mittal, Vikas; et.al (Feb,2001)
consumer satisfaction,
redemption (law), consumers, customer retention, customer services, empirical research, consumer
education,
Authors find that the nature and extent of response bias in satisfaction ratings
varies by customer characteristics.Furthermore, the authors find that,
though nonlinear, the functional form relating rated satisfaction to repurchase intent is different from the one relating it to repurchase behaviour. Although
the functional form exhibits decreasing returns in the case of repurchase intent,
it exhibits monotonically increasing returns in the case of repurchase
behaviour.
8
The Effect of Stating Expectations on
Customer Satisfaction and Shopping Experience.
Chezy; et.al (Feb,2007)
Consumer behaviour, consumers’ attitudes, consumer profiling, customer loyalty,
brand choice, marketing strategy,
consumption (economics),
customer expectations
Results show that though (prepurchase) expectations are indistinguishable from
evaluations of the store's past performance, the former leads to lower
post purchase than pre purchase evaluations, whereas the latter tends to
generate higher post purchase 34 evaluations. The article concludes with
a discussion of the theoretical and practical implications of this research.
9
The Long-Term Impact of Loyalty
Programs on Consumer Purchase
Behaviour and Loyalty
Liu, et.al (October,200 7)
Marketing research, customer loyalty
programs, customer loyalty, consumer
behaviour, convenience stores, research, franchises,
chain stores, marketing, customer
relationshipmanagement
Findings suggest a need to consider consumer idiosyncrasies when studying loyalty programs and
illustrate consumers' co creation of value in the marketing process.
10The royalty of loyalty:
CRM, quality and retention.
Zinedine, et.al, (2006)
Marketing, customer relations, customer loyalty, competitive advantage, customer
relations management,
consumer behaviour, relationship
marketing, brandchoice,
Paper suggests how to incorporate the infrastructure, interaction and
atmosphere indicators into the quality of object and processes to identify changes and improvement in CRM
strategies.
11
Understanding the Customer Base of
Service Providers: An Examination of the
Differences Between Switchers and Stayers.
Ganesh, et.al
(July,2000)
Customer loyalty, consumer behaviour,
consumer satisfaction,
customer retention,consumers’ attitudes, customer relations,
consumers'preferences
Examine the differences among internal customer groups in a service industry. As theory suggests and as is empirically validated here, customers who have switched service providers
because of dissatisfaction seem to differ significantly from other
customer groups in their satisfaction and loyalty behaviours
12
When Customer Love Turns into Lasting
Hate: The Effects of Relationship Strength
and Time on Customer Revenge and Avoidance
Grégoire, et.al,
(November, 2009)
consumer satisfaction,
consumers’ attitudes, customer loyalty,
consumer behaviour, relationship
marketing, research,, customer avoidance
Overall, they find that strong- relationship customers are more
amenable to any level of recovery attempt. The authors test the first two issues with a longitudinal survey and
the third issue with a follow-up experiment.
13
Why Don't Some People Complain? A Cognitive-Emotive Process Model of
Consumer Complaint Behaviour.
Stephens, Nancy, et.al
(1998)
Consumer complaints,
consumer behaviour, psychology,
consumers’ research, marketing, women consumers, human
behaviour
The model presents cognitive appraisal as the key element in the evaluation of consumer threat and
harm, which subsequently may result in psychological stress. Stressful
appraisal outcomes are suggested to elicit emotive reactions that,in conjunction with cognitive
appraisal, influence the type of coping strategy used by the consumer
14
CUSTOMER SATISFACTION, a
central phenomenon in MARKETING”
Ahmet et.al (January,
2010)
importance of satisfaction,
antecedents or determinants,
measurement of satisfaction,
consequences ofconsumer
satisfaction.
As a result, overall quality of life is expected to be enhanced. Thus,
consumer satisfaction is crucial to meeting various needs of consumers, business, and society. The realization
of this importance has led to a proliferation of research on consumer satisfaction over the past two decades.
15
“A Cognitive Model of the Antecedents and
Consequences of SatisfactionDecisions.”
Oliver et.al (1980),
consumer satisfaction,
research, consumers’ attitudes, customer
services,consumer behaviour,
decision making, quality of products,
consumers preferences, attitude
change, social psychology,satisfaction,
judgment, choice
Disconfirmation does not occur until after product exposure and those subsequent cognitive reactions
probably follow soon thereafter, whereby satisfaction is measured at a
point in time subsequent to and separate from the disconfirmation
assessment, one must conclude that the disconfirmation effect is at least as
potent as the effect attributed to expectation.
16
“A National Customer Satisfaction
Barometer: TheSwedish Experience.”
Fornell, Claes. et.al (January,
1992)
consumer satisfaction,
research, market share, quality of
products, consumption,
demand, competitive advantage, marketing
strategy, Sweden, economic conditions
1945.
At the Micro Level, there is a place for customer satisfaction measures in
accounting as well. Satisfied Customers are asset to the firm.
Changes in satisfaction are consequences of past decisions and predictors of future performances
17
“A re-examination of the determinants of
consumersatisfaction.”
Richard A. et.al
(July,1996)
consumer satisfaction,
consumers’ attitudes, marketing, consumer
goods,consumer
confidence, marketing research, customer loyalty,
customer retention, consumers
Overall, the results provide strong support for the hypotheses
Specifically, the findings indicate that(1) expectations congruency and
desires congruency mediate the impactof expectations, desires, and
performance on attribute, information, and overall satisfaction;
(2) Attribute satisfaction and information satisfaction mediate the
impact of expectations congruency and desires congruency on overall
satisfaction; and(3) The direct effect of performance on
overall satisfaction observed in previous research is completely
mediated by the model constructs.
18
“An Experimental Study of Customer Effort, Expectation, and Satisfaction.”
Cardozo, et.al
(August, 1965)
customer services, consumer
satisfaction, laboratories,
manufactures, research,
consumers, product usage, product management,
marketing research, science experiments
The finding is opposed to usual notions of marketing
efficiency and customer convenience.The research also suggests that
customer satisfactionis lower when the product does not
come up to expectations than when the product meetsexpectations.
19
“An Investigation into the Determinants of
CustomerSatisfaction.”
Churchill et.al
(November, 1982).
consumers research, consumer
satisfaction, brand choice, marketing,
mathematical models, consumers'
preferences,consumers’ attitudes, marketing research,
brand loyalty, consumption (economics), purchasing,
consumer behaviour,determinants
The authors investigate whether it is necessary to include disconfirmation as
an intervening variable affecting satisfaction as is commonly argued.
Expectations did combine with performance to affect disconfirmation,
Finally, the direct performance- satisfaction link accounts for most of
the variation in satisfaction.
20
“Cognitive, Affective, and Attribute Bases of
the SatisfactionResponse.”
Oliver, et.al (December,
1993)
Consumer satisfaction,
customer retention, consumer behaviour,
brand loyalty, consumers research, customer relations,
consumers’ attitudes, decision making, customer loyalty,
shopping, consumption, consumers'preferences
Analysis confirmed the disconfirmation effect and the effects of separate dimensions of positive and negative affect and also suggested a
multidimensional structure to the affect dimensions. Additionally, attribute satisfaction and dissatisfaction were significantly related to positive and negative affect, respectively, and to
overall satisfaction.
21
“Consumer Dissatisfaction: The
Effect of Disconfirmed Expectancy on
Perceived Product Performance.”
Anderson, et.al
(February 1973.)
expectation, consumer
satisfaction, quality function deployment,
brand choice, consumers’ attitudes,
research, brand evaluation, quality of
products, productacceptance.
Results reveal that too great a gap between high consumer expectations
and actual productperformance may cause a less
favourable evaluation of a product than a somewhat lowerlevel of disparity.
22
“Customer Satisfaction, Customer Retention, and Market
Share.”
Rust, et.al (1993)
consumer satisfaction,
customer loyalty, customer retention, customer relations,
market share,consumers’ attitudes,
business, profit, brand loyalty
The framework enables managers to determine which customer satisfaction elements have the greatest impact, and how much money should be spent to
improve particular customer satisfaction elements.
23
“Customer Satisfaction, Market
Share, and Profitability: Findings
from Sweden.”
Anderson, et.al.
(July,1994)
consumer satisfaction, financial
performance, economic
forecasting,consumers ‘attitudes, customer retention, profitability, quality of service, market
share, research, rate of return, rational
expectations, economic aspects,client satisfaction
At last, two new findings emerge: First, the market's expectations of the quality of a firm's output positively
affects customers' overall satisfaction with the firm; and second, these
expectations are largely rational, albeit with a small adaptive component
24
“Customer Satisfaction: A Meta-
Analysis of theEmpirical Evidence.”
David. et.al, (2001)
consumer satisfaction,
customer services, executives,
educators, meta- analysis,evidence
They document that equity and disconfirmation are most strongly related to customer satisfaction on
average. They also find that measurement and method
factors that characterize the research often moderate relationship strength
between satisfaction and its antecedents and outcomes.
25
“Modeling Consumer Satisfaction Processes
Using Experience-Based Norms.”
Woodruff, et.al
(August, 1983)
consumer satisfaction,
research, consumers' preferences,
research, consumer behaviour, brand name products,
product management, brand loyalty, expectation,
brandchoice, marketing
research, confirmation & disconfirmation,
choice
The authors propose to modify the basic confirmation/disconfirmation
paradigm in two ways. First, expectations are replaced with experience-based norms as the
standard for comparison of a brand's performance. Second, a zone of indifference is postulated as a
mediator between confirmation/disconfirmation and
satisfaction. Implications for future research are also presented.
26
“Modelling the Determinants of
Customer Satisfaction for Business-to-
Business Professional Services.”
Patterson, et.al (1997).
consumer satisfaction, advertising, industrial,
mathematical models, customer services, industrial
publicity,consumers’ attitudes,
fairness
The results indicated substantial support for the hypothesized model. The effect of purchase situation and
individual-level variables rivals that of disconfirmation and expectations in explaining CS/D. Performance was
found to affect CS/D directly but not as powerfully as disconfirmation.
27
“Models of Consumer Satisfaction
Formation: AnExtensive.”
David K. et.al.
(May,1988)
consumer satisfaction,
consumers’ attitudes, customer loyalty,
brand loyalty, expectancy theories, marketing models, marketing research,
marketing, mathematical
models, consumption,
cognitive dissonance
Results of a laboratory experiment suggest that perceived performance exerts direct significant influence on
satisfaction in addition to those influences from expected performance
and subjective disconfirmation.Expectation and subjective
disconfirmation seem to be the best conceptualizations in capturing
satisfaction formation. The results suggest multiple comparison processes
in satisfaction formation.
28
“Product Performance and Consumer
Satisfaction: A New Concept,"
Swan, et.al (April,1976)
perceived performance, satisfaction, expectation,
dissatisfaction
The study reported in this article was designed to examine one aspect of the
relationship between expectations, performance, and satisfaction. In particular, the authors look at the
expressive (nonmaterial, psychological) and instrumental
(physical) dimensions of a product.
29
“Response Determinants in
Satisfaction Judgments.”
Oliver, et.al, (March, 1988)
consumers’ attitudes, research,
investments, consumers' preferences, behavioural
research, research, consumer
satisfaction, satisfaction, social
sciences, manipulative behaviour,
difference, individual differences
Results show that all main effects and four ordinal two-way interactions are
significant. No consistent relationships are discovered, suggesting that the response differences reflect deeper
behavioural tendencies. Implications of this approach for satisfaction
paradigms, satisfaction theory, and individual satisfaction response
orientations are presented.
30
“Selected Determinants of
Consumer Satisfaction and Complaint
Reports.”
Bearden, et.al.
(February, 1983)
consumer satisfaction,
research, consumers’ attitudes, consumer
complaints, management,
consumer behaviour, consumer research, customer services, repair, marketing
research, industrial.
The results support previous findings that expectations and disconfirmation are plausible determinants of satisfaction,
and suggest that complaint activity may be included in
satisfaction/dissatisfaction researchas suggested by earlier descriptions of
consumer complaining behaviour.
31“Strengthening the Satisfaction-Profit
Chain.”
Anderson, et.al
(November, 2000)
consumer satisfaction,
customer services
Argues against abandoning so-called customer satisfaction measurement as
a means of optimizing customer retention and profitability. Discussion of ways in which significant value can be added to a firm's understanding of
the satisfaction-profit chain.
32
“The American Customer Satisfaction
Index: Nature, Purpose, and Findings.”
Fornell, et.al (October,
1996.)
consumer satisfaction,
customer services, economic sectors,
business enterprises, economics, statistical methods, consumer behaviour, customer
retention,consumers’ attitudes,
econometrics,customization, united
states, ratings & rankings
Highlights of the findings include that(1) customization is more
important than reliability indetermining customer satisfaction,
(2) customer expectationsplay a greater role in sectors in which
variance in production and consumption is relatively
low, and(3) customer satisfaction is more
quality-driven than value- or price-driven.
33
“The Antecedents and consequences of
Customer Satisfaction of Firms.”
Anderson, et.al (1993)
consumer satisfaction, business
enterprises, marketing research,
marketing,quality of products,
elasticity, purchasing, Sweden
Finally, in terms of systematic variation across firms, we find the
elasticity of repurchase intentions with respect to satisfaction to be lower for firms that provide high satisfaction.This implies a long-run reputation
effect insulating firms which consistently provide high satisfaction.
34 Customer satisfaction Oliver, et.al. (2010).
Value. Intension, Complaining,
Equity, Quality, Word of Mouth
Satisfaction conclusions are explored so that a grander strategy of fostering
satisfaction and diminishing dissatisfaction can emerge. This will
allow new actionablestrategies resulting in more diverse practical implications for practice.
35 Factors Affecting Customer Satisfaction
Hanif, M.,et.al (2010).
Customer satisfaction, price
fairness and customer service Word of Mouth
Customer satisfaction is very important as satisfied customer would add value
to the brand andspread a positive word of mouth and help in making good reputation of
brand. Satisfied customerswould be able to make long term profitable relationship with brand.
36
Enhancing customer satisfaction through
total quality management practices
– an empirical examination
Anil, et.al. (2019).
Total quality management;
customer focus; customer
satisfaction; structural equation
modelling; knowledge
management
The result showed that six CUSTOMER SATISFACTIONpractices are significantly and positively related to customer
satisfaction. The most dominant factor which has strong association with the
customer satisfaction level is knowledge management.
37Measuring customer
satisfaction: why, what and how
McColl- Kennedy, et.al (2000).
Marketing mix, Customer
Satisfaction, repurchase, image
building
The conclusion will summarize reservations against customer surveys
and copied measures while still arguing that in a learning context they
are indispensable.
38An Overview of
Customer Satisfaction Models
Hom, et.al 2000
customer satisfaction, Macro
models, word of mouth
This paper has covered a vast pool of marketing research in customer
satisfaction. The grouped satisfaction models into either a macro level or a
micro level to simplify our presentation.
39Why Customer Satisfaction is
important to Business?
Hamzah, et.al (2020).
customer loyalty, customer satisfaction
Main objective is to establish a conceptual basis to understand the
approaches to gain customer satisfaction and loyalty for an
organization.
40
The evolution and future of national
customer satisfaction index models
Johnson, et.al (2001).
Customer satisfaction; Loyalty; National barometers
New NCSB model explains signicantly more variance in loyalty than other
national index models and can serve as a basis for future national index
models. One potential limitation of our study is that it was based on data from
a small economy.
Many broad aspects of customer satisfaction were discovered via study, including traits or
qualities connected to consumer satisfaction. Customer satisfaction is a very varied personal
judgement impacted by the individual's own information, expectations, direct contact and
engagement, and circumstances (time, location and environment. (Woodruff et.al, 2003)
Customer satisfaction is the total of a person's personal (product and service) experiences as
influenced by their antecedents. (Anderson, 2010). Customer happiness is frequently linked to
purchase, loyalty, and retention behaviour, all of which have an impact on a company's
profitability, (Oliver, 2006). When a product fails to meet expectations, consumer satisfaction
is lower than when it satisfies expectations. (Bearden et.al, 1993). Customer satisfaction is
more influenced by quality than by value or price. The most dominant factor which has strong
association with the customer satisfaction level is knowledge management. (Satish et.al, 2019)
Figure 2: Keywords
Figure 3: Year of Publication
Figure 4: Published Journals
Inferences:
The keywords, year of publication, and journals published in the review analysis are
represented in the three graphs above. The keyword graph shows how many keywords were
used in various academic articles. According to the graph, 25 papers used the term "customer
loyalty" in their papers, while 10 papers used "word of mouth." After that, we'll look at the
graph for the year of publication. there are around 7 articles published between 1965 and 1975,
with 13 papers released in the previous 15 years. The number of papers published on customer
satisfaction is depicted in the graph above. The Journal of Undergraduate Social Science and
Technology has published eight papers, the Journal of Finance and Economics has published
six, and the Journal of Consumer Research has published six.
Conclusion:
Customer Satisfaction is a term that is used in a variety of businesses and in a variety of
locations around the world. The fact that Customer satisfaction focuses on increasing the
quality of the product, quality of service, and overall quality of the organization to give the
greatest product or service solution to the customer is one of the most important reasons why it
is appropriate in today's circumstances (Oliver, 2006).
Females are more loyal than men when it comes to gender-based loyalty and satisfaction; if
they find a product or service that fulfils their expectations, they are unlikely to switch brands.
(Melnyk,2009). When customer satisfaction is high, it is more probable that they will select the
same brand again. If they are not happy, they are less likely to choose the same brand again.
(Osselaer,2009).
Some researchers have been able to establish that customer satisfaction has a strong emotional
attachment i.e., affective and component attachment. (Fornell,1996) (Cardozo,1965)
(Henard,2001) (Hanif,2010) (Gregoire,2009)
Another reason is that Customer satisfaction is achieved with 100 percent commitment from
management and 100 percent involvement from employees, resulting in greater idea that is
simple to comprehend and apply. Additionally, a standard measuring technique is necessary to
establish the quality or score of Customer satisfaction adoption in the company since it must be
quantified in order to perform continuous improvement and compete in modern organizations
(Szymanski,2001). Furthermore, it is strongly advised to conduct additional research on various
industries sectors, particularly new start-up industries such as e-commerce or digital start-ups,
to ensure that Customer satisfaction is still appropriate for those new industries sectors.
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