Customer Satisfaction is the new mantra of marketing. Every business wants its customers to be satisfied. Yes, even utility companies and network operators. But what is actually the nature of customer satisfaction – how does it happen? This article examines customer satisfaction through the Disconfirmation Model and showcases its impact on profits, shareholders value and other aspects of business.
Customer satisfaction is a term that is overused in marketing. We all have heard it. We all have experienced it in both ends – satisfied, dissatisfied. We know it has a great impact on profits and shareholders value. And because it sounds so natural and straightforward we all assume we know everything about it. Many