Cumulative Customer Satisfaction Analysis

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Cumulative Customer Satisfaction is an evaluation based on the overall consumption experiences (viewed some times as cumulative of various transaction specific satisfactions) with a product or service over time (Fornell et al., 1996; Johnson and Fornell, 1991; Anderson et al., 1994), is found to be more essential and worthwhile than transaction-specific consumer satisfaction in predicting consumer behaviors (Rust and Oliver, 1994). Figure 1. Proposed drivers of customer satisfaction and future intentions The model put forward that perceived service quality and perceived value influence satisfaction which, in turn, influences future intentions (Figure 1). Perceived service quality is observed as involving two primary dimensions: core, the basic…show more content…
Customer satisfaction is viewed as the overall duty of the service provider while future intentions are the listed likelihood of returning to the service provider. According to Oliver (1993) customer satisfaction is a psychological concept that includes the feeling of well-being and desire that results from obtaining what was expected and perceived. Anderson (1994) claimed that “….consumer satisfaction is generally interpreted to be a post consumption evaluation dependent on perceived quality or value, expectations and confirmation/disconfirmation- degree (if any) of discrepancy between actual and expected quality.” Parasuraman et al.’s (1985) developed similar theory as Oliver’s (1980) disconfirmation model and proposed that service quality is the role of differences between expectation quality dimension and performance quality dimension. Dissatisfaction happens when a service or a product has performed less that it was predictable and thus satisfaction occurs when exceeding the expectations to a positive experience. Erevelles et al. (1992) assumed that if the expectations and post- purchase experiences match with each other, then it is called a ‘Balanced…show more content…
Consequently, this may resulted as customer’s negative opinion, negative word of mouth and may harm the company’s image and reputation. Thus, it is important that complaints to be taken seriously detect their causes and rectify them. Complaints and the processes for handling them are important issues for service providers because they have the potential to have an adverse effect on customer satisfaction and loyalty (Anderson, 1994). Lovelock et al., (2001) recommends effective generic guidelines in the successful resolution of complaints. They include acting expediently to resolve the issue; acknowledging mistakes without being defensive; not arguing with customers; openness in solving the problem; considering the possibility of compensation trying to regain the goodwill of customers (McCole, 2004). Organisations should encourage dissatisfied customers to complain so that they can solve the problem and retain the customer. Owing to the apparent importance of effective complaints handling, there is a research gap on how organisation management should treat all complaining customers to create complaint satisfaction. Organisations keep trying to improve the service quality but basing on the nature of the service, overall customer satisfaction remains a problem in

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