Customer satisfaction is an important issue in a business because it drives revenues, market share, and competitive strength. Organisations often think the way to measure customer satisfaction is to examine the number of customer complaints. The problems with this method is that it is reactive, it only responds, if at all, after the event and it does not really measure satisfaction only dissatisfaction.
Some important factors that help us understand and determine how satisfied or dissatisfied consumers are include: the disconfirmation theory, attribution theory, and equity theory. The disconfirmation theory suggests that satisfaction is determined by the intensity and direction of the gap between expectation and perceived performance. An individual is more likely to be satisfied if the service performance meets or exceeds his/her expectations. On the other hand, he/she is more likely to be dissatisfied if the service performance falls below his/her expectations. Attribution......

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Title: Customer Satisfaction
Approximate Word Count: 1281
Approximate Pages: 6 (250 words per double-spaced page)

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