Customer Satisfaction: An Interpretation of Theories with Disconfirmation Paradigm

Abstract

Customer satisfaction measurement is essential for business survival. The concept of customer satisfaction occupies a central position in marketing thought and practice. Satisfaction is a major outcome of marketing activity and it serves to link the processes culminating in purchase and consumption with post purchase phenomena such as attitude change, repeat purchase, and brand loyalty. Most of the studies in customer satisfaction have used some modification of disconfirmation paradigm which identifies that satisfaction is related to the level and direction of the disconfirmation experience and it is related to an individual's initial expectations.