Total Customer Satisfaction

Lesson 6 of 10 • 0 upvotes • 4:46mins

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In general, satisfaction is a person’s feelings of pleasure or disappointment that can be a result from comparing a product’s perceived performance (or outcome) to expectations. If the performance falls short of expectations, the customer is dissatisfied. If it matches expectations, the customer is satisfied. If it exceeds expectations, the customer is highly satisfied or delighted. Customer assessments of product performance depend on many factors, especially the type of loyalty relationship the customer has with the brand. Consumers often form more favourable perceptions of a product with a brand they already feel positive about.