According satisfaction of the purchase their product. Other than

According
to Chatura Ranaweera, Jaideep Prabhu, (2003) factor that make the
business success is from the customer satisfaction of the purchase their
product. Other than that,
according to Reichheld, (1996) if the customer feel satisfied with the product they
will repeat purchase to buy the same product again and they will recommended
the product to others people (Oliver and Swan 1989).

 

According
to Lee, (1995) customer satisfaction can be defined into two which is driven to
outcome and driven to process. Customer satisfaction is conceptualized as the
result of consumption experience such as the recognition felt by customer that
the price paid is rewarded in proper or improper manner, emotional reaction
against the retail shop or purchasing behavior related with purchased specific
product or service, or emotional reaction against the behavior in wider meaning
such as consumer’s behavior or the market on the whole, comprehensive mental
state that occurs when the emotion due to inconsistent expectation is combined
with the emotion prior to the customer’s experience of purchase.

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 The aspect driven to process is practical in
that it generalizes the whole consumption experience of the customer, and it
enables to survey an important process that reaches customer satisfaction
through the measure of observing unique elements at each stage (Oliver, 1981).

 

Customer
satisfaction is important in order to retain customers, and customer retention
has been shown to have a significant effect on profitability (Reichheld and
Sasser, 1990) hence, the importance of creating and retaining satisfied
customers.

 

Customers
are also important to study because they have been shown to be important
influencers early in the decision process (Leigh and Rethans, 1985). As Laczniak
(1979) reported, customers are important in initiating the purchase. When we
consider their role in getting the purchase process started along with their
role in determining customer satisfaction, we recognize the significance of
users to marketers. The purpose of this study is to explore users’ role in
greater detail, with particular attention to how they become part of the
purchase process and how their participation (or lack of) in the buying process
may influence their perceptions of satisfaction.

 

Customer
satisfaction is very often a misused and abused expression. Many organizations
use it as a casual approach to state that their customers are happy and
satisfied with the levels of service rendered and the products and services
purchased (Mohamed Zairi, 2000). Other than that, customer satisfaction data is
used to design new products, as well as improving existing processes (Mohamed
Zairi, 2000).