BUS602: Marketing Management

Johnson and Fornell stated that consumer satisfaction is the result of a thorough evaluation of the top performing consumer products which they consume. Yi identified two different concepts of customer satisfaction, namely transaction-specific satisfaction and overall satisfaction. Transaction-specific satisfaction is a concept that refers to the assessment of customer satisfaction after purchasing particular products or brands. 

While overall satisfaction is a concept that measures the satisfaction (dissatisfaction) of tourists towards particular products or brands as a whole based on the entire experience in consuming these products or brands. Thus overall satisfaction could be viewed as a function of all transaction-specific satisfaction that occurred before. The concept of customer satisfaction that this study uses is overall customer satisfaction. By knowing the measurement results in consumer satisfaction, the company can prepare strategies that will be implemented in order to create consumer loyalty. 

Consumer satisfaction, according to Kotler and Armstrong, is the level of consumer feelings that the consumer perceives after comparing performance (or results) to their expectations. According to Hasan, consumer satisfaction is a feeling of the consumer in response to products or services that have been consumed. In general, satisfaction can be defined as a comparison between results or services received and consumer expectations. The results received must be at least  equal with consumer expectations, or even exceed them. 

Kotler revealed that satisfaction is a feeling of like or dislike that someone has for a product after he/she compared the product's performance with his/her expectations. Simamora argues that customer satisfaction is the result of experience in the product. This is a consumer's feeling after comparing expectations (prepurchase expectation) to actual performance.