Customer satisfaction has been acknowledged as a well-liked subject within academic research and marketing practice ever since the first research of Cardozo (1965) on customer attempt, satisfaction and expectations. In spite of a lot of tries to compute and elucidate customer satisfaction, there even now doesn’t seem to be a consent regarding its meaning. According to Barsky (1992), Customer satisfaction is classically described as a post-use evaluative judgment regarding a particular service or product. It is an outcome of an evaluative procedure which compares pre-buying expectations with insights of outcome at the time of and subsequent to the use experience (Oliver, 1997).
The most commonly acknowledged theory of customer satisfaction is the theory of expectancy disconfirmation (Barsky, 1992). This particular theory was formulated by Oliver (1980), who stated that the level of satisfaction is an outcome of the disparity among perceived and expected performance. Moreover, satisfaction takes place at the time when service or product is superior to what is anticipated. In contrary to this, a performance which is poorer than what is expected leads to discontent i.e. negative disconfirmation. A number of researches have highlighted that customer contentment might have straight and indirect affect on the overall results of the business. According to Anderson et. al. (1994), customer satisfaction has a positive impact on the productivity and profitability level of the organization. In addition to this, several studies have examined the association of customer satisfaction with client behavior patterns (Chi and Qu, 2008). As per these studies, customer satisfaction perks up customer faithfulness, has an effect on re-buying plans and results in constructive word-of-mouth. Specified the important role played by customer satisfaction, it’s not astonishing that a number of researches have been dedicated to assessing the determinants of satisfaction (Zeithaml and Bitner, 2003). Moreover, satisfaction could be found out by means of subjective (such as customer wants, emotions etc.) as well as objective facets (such as goods and service traits).