VISVESVARAYA TECHNOLOGICAL UNIVERSITY

“Jnana Sangama”, Belgaum-590014

JUST IN TIME MANUFACTURING (17IM831)

PAPER REVIEW ON

“CUSTOMER SATISFACTION”

SUBMITTED BY

Akshay Joshi (1JS17IM003) Darshan Hoysala (1JS17IM009) Dhanush S (1JS17IM033)Sathwik B (1JS17IM037)

Under the guidance of

Dr. RASHMI S.ASSISTANT PROFESSOR

Department of Industrial Engineering and Management

JSS Academy of Technical Education Uttarahalli, Kengeri Road, Bangalore, Karnataka, India 560 060

Content Marks Akshay Joshi (1JS17IM003)

Darshan Hoysala (1JS17IM009)

Dhanush S (1JS17IM033)

Sathwik B (1JS17IM037)

Introduction 07

Methodology 03

Results &

Discussions

10

Conclusions 07

Formatting

Complete Paper

03

Total Marks

Obtained

30

Abstract:

In current marketing theory and practice, customer happiness is a fundamental notion. The

marketing philosophy stresses giving customer happiness while also generating money. As a

result, the general quality of life should improve. As a result, the Customer Satisfaction is

essential for consumers, businesses, and society to satisfy their different demands. The awareness

of its significance has resulted in a surge in customer satisfaction research during the last two

decades. Numerous research and yearly conferences on customer satisfaction/dissatisfaction and

complaining behaviour have been held in an attempt to make major contributions to understanding

this vital subject.

In today's business environment, measuring customers satisfaction is critical. These measures may

be used by businesses to enhance their performance. Customer satisfaction must be measured

using both quantitative and qualitative approaches.

Consumer satisfaction results demonstrated that this concept is still in use by numerous businesses

across the world, and that it has helped them enhance their competitiveness, economic

development, and sustainability, as well as staff morale.

Keywords: Consumer satisfaction, Consumer behaviour, Marketing strategy, Price fairness

and customer service Word of Mouth

Introduction:

In general, satisfaction refers to a person's sentiments of delight or dissatisfaction as a result of

comparing a product's perceived performance (or outcome) to expectations. The consumer is

disappointed if the service does not meet his or her expectations. The consumer is happy if it

meets their expectations. The consumer is exceedingly happy or thrilled if it exceeds

expectations. Customer assessments of product performance depend on many factors, especially

the type of loyalty relationship the customer has with the organization. Consumers often form

more favorable perceptions of a product with an organization they already feel positive about.

(Kotler,2003)

Customer satisfaction is a metric that evaluates how satisfied consumers are with a business's

goods, services, and capabilities (Ha, 2006). Information on customer satisfaction, such as

surveys and ratings, can aid a firm in determining how to enhance or adjust its products and

services (Huber,2007).

The only true method to assess client happiness is to connect with them. Surveys are one of the

most prevalent means of gauging consumer satisfaction (Anderson, 1993). Multiple-choice

questions, rating questions, open-ended questions, and other methods are used to collect

feedback from respondents.

Customer satisfaction measures how well a product's usage experience matches the buyer's

expectations for value. (Razak). It is the anticipation that both the buyer and the consumer have

before acquiring and using the goods or service. (Shamsuddin, 2018). Customers demand more

than just plain value, because consumer pleasure is strongly tied to customer experience.

(Berry1985).

Customer satisfaction influences Customer happiness is both a goal and a marketing technique

for customer-focused businesses. Because the Internet allows customers to swiftly transmit both

positive and negative word of mouth to the rest of the globe, companies must pay special

attention to their customer satisfaction levels nowadays. Customers have created their own

websites to voice concerns and mobilize protests against high-profile companies including

United Airlines, Home Depot, and Mercedes-Benz. (Kotler,2003)

Many businesses are methodically assessing how effectively they serve customers,

identifying the elements that influence satisfaction, and adapting their operations and

marketing strategies as a consequence (Ganesh 2000). Client happiness is one of the most

important factors in customer retention, thus smart businesses measure it on a regular basis.

An extremely satisfied customer is more likely to stay loyal for longer, buy more as the

organization brings new and upgraded products, recommend the company’s products to

others, pay less attention to competing brands and is less price conscious, offer service or

products ideas to the company, and cost less to serve than new customers because

transactions can become routine. Customer happiness has also been connected to greater

stock market returns and decreased risk. (Melnyk et al. 2009)

Not merely a rational choice, but a high level of satisfaction or enjoyment builds an

emotional link with the brand or company. Companies that achieve high levels of customer

satisfaction make certain that their target market is aware of it

Methodology:

This study is divided into five stages, as shown in Figure 1. It entails gathering predetermined

articles, journals, and textbooks, doing a rapid review, and shortlisting materials for further

study and classification based on keywords. In addition to reviewing papers that have been

sorted according to our topic, Customer satisfaction, loyalty, consumer behaviour, and

customer relations management are all examined in depth. Finally, the paper is summarized and

outcomes are evaluated.

Figure 1: Framework Supporting Research.

Results and Discussion:

Customer satisfaction, according to the literature study, may be described as a customer's

overall attitude toward a service provider, or an emotional reaction to the difference between

what consumers expect and what they get when it comes to the fulfilment of a need, objective,

or desire. Customer happiness is viewed as a strategic instrument for corporate growth.

Customer satisfaction has a beneficial impact on a company's profitability; pleased customers

are the cornerstone of any successful business, as they lead to repeat purchases, brand loyalty,

and positive word of mouth. (Melnyk et.al, 2009). Research has shown that even a small

variation in satisfaction between a completely happy and a slightly satisfied client can result in

a higher revenue contribution. (Chandrasekaran et.al, 2007). Satisfied consumers are more

likely to tell others about their positive experiences. (McColl-Kennedy et.al, 2000).

Evaluate the outcome and summarize it.

Customer satisfaction across the different keywords

obtained from the papers

Thorough examination of sorted papers

Papers are sorted based on our subject

Primary examination on Customer Satisfaction, Customer loyalty, consumer behaviour, customer

relations management

Sl. No Paper Author Keywords Result

1

A Longitudinal Analysis of Customer Satisfaction and Share

of Wallet: Investigating the

Moderating Effect of Customer

Characteristics.

Bruce, et.al (Jan

2007)

customer loyalty programs,

customer loyalty, customer retention, customer relations,

brand choice

The initial satisfaction level and the conditional percentile of change in

satisfaction significantly correspond to changes in share of wallet. Two

variables, income and length of the relationship, negatively moderate this relationship. Other demographic and

situational characteristics have no impact.

2

An integrative model of consumer

satisfaction in the context of e-services.

Hong-Youl et.al

(March, 2006)

Consumer satisfaction,

consumer behaviour, marketing strategy,

electronic commerce, customer services

Model is not consistent with Oliver's attribution models in which satisfaction

is a consequence of attribution processing. All hypothesized variables were supported by our empirical study.

The findings present a variety of guides to formulating marketing

strategies for both practitioners and academics.

3

Are Women More Loyal Customers Than

Men? Gender Differences in Loyalty

to Firms and Individual Service

Providers.

Melnyk, et.al (July,2009)

Customer loyalty, consumer behaviour,

customer relations management, gender,

women, sex differences, customer

loyalty, gender,loyalty to company

Authors assumed primarily that females tend to be more loyal than

male later the differenceis reversed when the object of loyalty

is a group of people

4

Choice Goal Attainment and Decision and Consumption Satisfaction.

Mark; et.al (May,2007)

consumer satisfaction, consumption (economics),

household electronics industry, consumer behaviour, consumers’ attitudes,marketing research,

choice goals

Justifiability, confidence, anticipated regret, evaluation costs, and final negative affect drive decision and

consumption satisfaction, which in turn determine loyalty, product

recommendations, and the amount and valence of word of mouth.

5

Measuring customer value and satisfaction

in services transactions, scale

development, validation and cross- cultural comparison.

Frank; et.al (Nov,2007)

consumer satisfaction,

customer lifetime value, customer

services, quality of service, marketing theory, consumers' preferences, brand

loyalty

This paper focuses on discussing the relationship between these two

concepts i.e., customer value and customer satisfaction

6 Satisfaction Strength and Customer Loyalty.

Chandraseka ran, et.al

(Feb,2007)

Customer services, service industries,

consumers’ attitudes, brand

loyalty, consumer behaviour, business

enterprises, customer

satisfaction, customer

uncertainty, defection, loyalty

Key finding is that though satisfaction translates into loyalty when satisfaction

is strongly held, the translation is significantly lowered, on average, by approximately 60% when the same

satisfaction is more weakly held (i.e., high uncertainty). The studies also

indicate that prior relationship aspects (length of relationship, volume of

business, and favourability of prior experiences) result in even greater

vulnerability.

7

Satisfaction, Repurchase Intent, and

Repurchase Behaviour:

Investigating the Moderating Effect of

Customer Characteristics.

Mittal, Vikas; et.al (Feb,2001)

consumer satisfaction,

redemption (law), consumers, customer retention, customer services, empirical research, consumer

education,

Authors find that the nature and extent of response bias in satisfaction ratings

varies by customer characteristics.Furthermore, the authors find that,

though nonlinear, the functional form relating rated satisfaction to repurchase intent is different from the one relating it to repurchase behaviour. Although

the functional form exhibits decreasing returns in the case of repurchase intent,

it exhibits monotonically increasing returns in the case of repurchase

behaviour.

8

The Effect of Stating Expectations on

Customer Satisfaction and Shopping Experience.

Chezy; et.al (Feb,2007)

Consumer behaviour, consumers’ attitudes, consumer profiling, customer loyalty,

brand choice, marketing strategy,

consumption (economics),

customer expectations

Results show that though (prepurchase) expectations are indistinguishable from

evaluations of the store's past performance, the former leads to lower

post purchase than pre purchase evaluations, whereas the latter tends to

generate higher post purchase 34 evaluations. The article concludes with

a discussion of the theoretical and practical implications of this research.

9

The Long-Term Impact of Loyalty

Programs on Consumer Purchase

Behaviour and Loyalty

Liu, et.al (October,200 7)

Marketing research, customer loyalty

programs, customer loyalty, consumer

behaviour, convenience stores, research, franchises,

chain stores, marketing, customer

relationshipmanagement

Findings suggest a need to consider consumer idiosyncrasies when studying loyalty programs and

illustrate consumers' co creation of value in the marketing process.

10The royalty of loyalty:

CRM, quality and retention.

Zinedine, et.al, (2006)

Marketing, customer relations, customer loyalty, competitive advantage, customer

relations management,

consumer behaviour, relationship

marketing, brandchoice,

Paper suggests how to incorporate the infrastructure, interaction and

atmosphere indicators into the quality of object and processes to identify changes and improvement in CRM

strategies.

11

Understanding the Customer Base of

Service Providers: An Examination of the

Differences Between Switchers and Stayers.

Ganesh, et.al

(July,2000)

Customer loyalty, consumer behaviour,

consumer satisfaction,

customer retention,consumers’ attitudes, customer relations,

consumers'preferences

Examine the differences among internal customer groups in a service industry. As theory suggests and as is empirically validated here, customers who have switched service providers

because of dissatisfaction seem to differ significantly from other

customer groups in their satisfaction and loyalty behaviours

12

When Customer Love Turns into Lasting

Hate: The Effects of Relationship Strength

and Time on Customer Revenge and Avoidance

Grégoire, et.al,

(November, 2009)

consumer satisfaction,

consumers’ attitudes, customer loyalty,

consumer behaviour, relationship

marketing, research,, customer avoidance

Overall, they find that strong- relationship customers are more

amenable to any level of recovery attempt. The authors test the first two issues with a longitudinal survey and

the third issue with a follow-up experiment.

13

Why Don't Some People Complain? A Cognitive-Emotive Process Model of

Consumer Complaint Behaviour.

Stephens, Nancy, et.al

(1998)

Consumer complaints,

consumer behaviour, psychology,

consumers’ research, marketing, women consumers, human

behaviour

The model presents cognitive appraisal as the key element in the evaluation of consumer threat and

harm, which subsequently may result in psychological stress. Stressful

appraisal outcomes are suggested to elicit emotive reactions that,in conjunction with cognitive

appraisal, influence the type of coping strategy used by the consumer

14

CUSTOMER SATISFACTION, a

central phenomenon in MARKETING”

Ahmet et.al (January,

2010)

importance of satisfaction,

antecedents or determinants,

measurement of satisfaction,

consequences ofconsumer

satisfaction.

As a result, overall quality of life is expected to be enhanced. Thus,

consumer satisfaction is crucial to meeting various needs of consumers, business, and society. The realization

of this importance has led to a proliferation of research on consumer satisfaction over the past two decades.

15

“A Cognitive Model of the Antecedents and

Consequences of SatisfactionDecisions.”

Oliver et.al (1980),

consumer satisfaction,

research, consumers’ attitudes, customer

services,consumer behaviour,

decision making, quality of products,

consumers preferences, attitude

change, social psychology,satisfaction,

judgment, choice

Disconfirmation does not occur until after product exposure and those subsequent cognitive reactions

probably follow soon thereafter, whereby satisfaction is measured at a

point in time subsequent to and separate from the disconfirmation

assessment, one must conclude that the disconfirmation effect is at least as

potent as the effect attributed to expectation.

16

“A National Customer Satisfaction

Barometer: TheSwedish Experience.”

Fornell, Claes. et.al (January,

1992)

consumer satisfaction,

research, market share, quality of

products, consumption,

demand, competitive advantage, marketing

strategy, Sweden, economic conditions

1945.

At the Micro Level, there is a place for customer satisfaction measures in

accounting as well. Satisfied Customers are asset to the firm.

Changes in satisfaction are consequences of past decisions and predictors of future performances

17

“A re-examination of the determinants of

consumersatisfaction.”

Richard A. et.al

(July,1996)

consumer satisfaction,

consumers’ attitudes, marketing, consumer

goods,consumer

confidence, marketing research, customer loyalty,

customer retention, consumers

Overall, the results provide strong support for the hypotheses

Specifically, the findings indicate that(1) expectations congruency and

desires congruency mediate the impactof expectations, desires, and

performance on attribute, information, and overall satisfaction;

(2) Attribute satisfaction and information satisfaction mediate the

impact of expectations congruency and desires congruency on overall

satisfaction; and(3) The direct effect of performance on

overall satisfaction observed in previous research is completely

mediated by the model constructs.

18

“An Experimental Study of Customer Effort, Expectation, and Satisfaction.”

Cardozo, et.al

(August, 1965)

customer services, consumer

satisfaction, laboratories,

manufactures, research,

consumers, product usage, product management,

marketing research, science experiments

The finding is opposed to usual notions of marketing

efficiency and customer convenience.The research also suggests that

customer satisfactionis lower when the product does not

come up to expectations than when the product meetsexpectations.

19

“An Investigation into the Determinants of

CustomerSatisfaction.”

Churchill et.al

(November, 1982).

consumers research, consumer

satisfaction, brand choice, marketing,

mathematical models, consumers'

preferences,consumers’ attitudes, marketing research,

brand loyalty, consumption (economics), purchasing,

consumer behaviour,determinants

The authors investigate whether it is necessary to include disconfirmation as

an intervening variable affecting satisfaction as is commonly argued.

Expectations did combine with performance to affect disconfirmation,

Finally, the direct performance- satisfaction link accounts for most of

the variation in satisfaction.

20

“Cognitive, Affective, and Attribute Bases of

the SatisfactionResponse.”

Oliver, et.al (December,

1993)

Consumer satisfaction,

customer retention, consumer behaviour,

brand loyalty, consumers research, customer relations,

consumers’ attitudes, decision making, customer loyalty,

shopping, consumption, consumers'preferences

Analysis confirmed the disconfirmation effect and the effects of separate dimensions of positive and negative affect and also suggested a

multidimensional structure to the affect dimensions. Additionally, attribute satisfaction and dissatisfaction were significantly related to positive and negative affect, respectively, and to

overall satisfaction.

21

“Consumer Dissatisfaction: The

Effect of Disconfirmed Expectancy on

Perceived Product Performance.”

Anderson, et.al

(February 1973.)

expectation, consumer

satisfaction, quality function deployment,

brand choice, consumers’ attitudes,

research, brand evaluation, quality of

products, productacceptance.

Results reveal that too great a gap between high consumer expectations

and actual productperformance may cause a less

favourable evaluation of a product than a somewhat lowerlevel of disparity.

22

“Customer Satisfaction, Customer Retention, and Market

Share.”

Rust, et.al (1993)

consumer satisfaction,

customer loyalty, customer retention, customer relations,

market share,consumers’ attitudes,

business, profit, brand loyalty

The framework enables managers to determine which customer satisfaction elements have the greatest impact, and how much money should be spent to

improve particular customer satisfaction elements.

23

“Customer Satisfaction, Market

Share, and Profitability: Findings

from Sweden.”

Anderson, et.al.

(July,1994)

consumer satisfaction, financial

performance, economic

forecasting,consumers ‘attitudes, customer retention, profitability, quality of service, market

share, research, rate of return, rational

expectations, economic aspects,client satisfaction

At last, two new findings emerge: First, the market's expectations of the quality of a firm's output positively

affects customers' overall satisfaction with the firm; and second, these

expectations are largely rational, albeit with a small adaptive component

24

“Customer Satisfaction: A Meta-

Analysis of theEmpirical Evidence.”

David. et.al, (2001)

consumer satisfaction,

customer services, executives,

educators, meta- analysis,evidence

They document that equity and disconfirmation are most strongly related to customer satisfaction on

average. They also find that measurement and method

factors that characterize the research often moderate relationship strength

between satisfaction and its antecedents and outcomes.

25

“Modeling Consumer Satisfaction Processes

Using Experience-Based Norms.”

Woodruff, et.al

(August, 1983)

consumer satisfaction,

research, consumers' preferences,

research, consumer behaviour, brand name products,

product management, brand loyalty, expectation,

brandchoice, marketing

research, confirmation & disconfirmation,

choice

The authors propose to modify the basic confirmation/disconfirmation

paradigm in two ways. First, expectations are replaced with experience-based norms as the

standard for comparison of a brand's performance. Second, a zone of indifference is postulated as a

mediator between confirmation/disconfirmation and

satisfaction. Implications for future research are also presented.

26

“Modelling the Determinants of

Customer Satisfaction for Business-to-

Business Professional Services.”

Patterson, et.al (1997).

consumer satisfaction, advertising, industrial,

mathematical models, customer services, industrial

publicity,consumers’ attitudes,

fairness

The results indicated substantial support for the hypothesized model. The effect of purchase situation and

individual-level variables rivals that of disconfirmation and expectations in explaining CS/D. Performance was

found to affect CS/D directly but not as powerfully as disconfirmation.

27

“Models of Consumer Satisfaction

Formation: AnExtensive.”

David K. et.al.

(May,1988)

consumer satisfaction,

consumers’ attitudes, customer loyalty,

brand loyalty, expectancy theories, marketing models, marketing research,

marketing, mathematical

models, consumption,

cognitive dissonance

Results of a laboratory experiment suggest that perceived performance exerts direct significant influence on

satisfaction in addition to those influences from expected performance

and subjective disconfirmation.Expectation and subjective

disconfirmation seem to be the best conceptualizations in capturing

satisfaction formation. The results suggest multiple comparison processes

in satisfaction formation.

28

“Product Performance and Consumer

Satisfaction: A New Concept,"

Swan, et.al (April,1976)

perceived performance, satisfaction, expectation,

dissatisfaction

The study reported in this article was designed to examine one aspect of the

relationship between expectations, performance, and satisfaction. In particular, the authors look at the

expressive (nonmaterial, psychological) and instrumental

(physical) dimensions of a product.

29

“Response Determinants in

Satisfaction Judgments.”

Oliver, et.al, (March, 1988)

consumers’ attitudes, research,

investments, consumers' preferences, behavioural

research, research, consumer

satisfaction, satisfaction, social

sciences, manipulative behaviour,

difference, individual differences

Results show that all main effects and four ordinal two-way interactions are

significant. No consistent relationships are discovered, suggesting that the response differences reflect deeper

behavioural tendencies. Implications of this approach for satisfaction

paradigms, satisfaction theory, and individual satisfaction response

orientations are presented.

30

“Selected Determinants of

Consumer Satisfaction and Complaint

Reports.”

Bearden, et.al.

(February, 1983)

consumer satisfaction,

research, consumers’ attitudes, consumer

complaints, management,

consumer behaviour, consumer research, customer services, repair, marketing

research, industrial.

The results support previous findings that expectations and disconfirmation are plausible determinants of satisfaction,

and suggest that complaint activity may be included in

satisfaction/dissatisfaction researchas suggested by earlier descriptions of

consumer complaining behaviour.

31“Strengthening the Satisfaction-Profit

Chain.”

Anderson, et.al

(November, 2000)

consumer satisfaction,

customer services

Argues against abandoning so-called customer satisfaction measurement as

a means of optimizing customer retention and profitability. Discussion of ways in which significant value can be added to a firm's understanding of

the satisfaction-profit chain.

32

“The American Customer Satisfaction

Index: Nature, Purpose, and Findings.”

Fornell, et.al (October,

1996.)

consumer satisfaction,

customer services, economic sectors,

business enterprises, economics, statistical methods, consumer behaviour, customer

retention,consumers’ attitudes,

econometrics,customization, united

states, ratings & rankings

Highlights of the findings include that(1) customization is more

important than reliability indetermining customer satisfaction,

(2) customer expectationsplay a greater role in sectors in which

variance in production and consumption is relatively

low, and(3) customer satisfaction is more

quality-driven than value- or price-driven.

33

“The Antecedents and consequences of

Customer Satisfaction of Firms.”

Anderson, et.al (1993)

consumer satisfaction, business

enterprises, marketing research,

marketing,quality of products,

elasticity, purchasing, Sweden

Finally, in terms of systematic variation across firms, we find the

elasticity of repurchase intentions with respect to satisfaction to be lower for firms that provide high satisfaction.This implies a long-run reputation

effect insulating firms which consistently provide high satisfaction.

34 Customer satisfaction Oliver, et.al. (2010).

Value. Intension, Complaining,

Equity, Quality, Word of Mouth

Satisfaction conclusions are explored so that a grander strategy of fostering

satisfaction and diminishing dissatisfaction can emerge. This will

allow new actionablestrategies resulting in more diverse practical implications for practice.

35 Factors Affecting Customer Satisfaction

Hanif, M.,et.al (2010).

Customer satisfaction, price

fairness and customer service Word of Mouth

Customer satisfaction is very important as satisfied customer would add value

to the brand andspread a positive word of mouth and help in making good reputation of

brand. Satisfied customerswould be able to make long term profitable relationship with brand.

36

Enhancing customer satisfaction through

total quality management practices

– an empirical examination

Anil, et.al. (2019).

Total quality management;

customer focus; customer

satisfaction; structural equation

modelling; knowledge

management

The result showed that six CUSTOMER SATISFACTIONpractices are significantly and positively related to customer

satisfaction. The most dominant factor which has strong association with the

customer satisfaction level is knowledge management.

37Measuring customer

satisfaction: why, what and how

McColl- Kennedy, et.al (2000).

Marketing mix, Customer

Satisfaction, repurchase, image

building

The conclusion will summarize reservations against customer surveys

and copied measures while still arguing that in a learning context they

are indispensable.

38An Overview of

Customer Satisfaction Models

Hom, et.al 2000

customer satisfaction, Macro

models, word of mouth

This paper has covered a vast pool of marketing research in customer

satisfaction. The grouped satisfaction models into either a macro level or a

micro level to simplify our presentation.

39Why Customer Satisfaction is

important to Business?

Hamzah, et.al (2020).

customer loyalty, customer satisfaction

Main objective is to establish a conceptual basis to understand the

approaches to gain customer satisfaction and loyalty for an

organization.

40

The evolution and future of national

customer satisfaction index models

Johnson, et.al (2001).

Customer satisfaction; Loyalty; National barometers

New NCSB model explains signicantly more variance in loyalty than other

national index models and can serve as a basis for future national index

models. One potential limitation of our study is that it was based on data from

a small economy.

Many broad aspects of customer satisfaction were discovered via study, including traits or

qualities connected to consumer satisfaction. Customer satisfaction is a very varied personal

judgement impacted by the individual's own information, expectations, direct contact and

engagement, and circumstances (time, location and environment. (Woodruff et.al, 2003)

Customer satisfaction is the total of a person's personal (product and service) experiences as

influenced by their antecedents. (Anderson, 2010). Customer happiness is frequently linked to

purchase, loyalty, and retention behaviour, all of which have an impact on a company's

profitability, (Oliver, 2006). When a product fails to meet expectations, consumer satisfaction

is lower than when it satisfies expectations. (Bearden et.al, 1993). Customer satisfaction is

more influenced by quality than by value or price. The most dominant factor which has strong

association with the customer satisfaction level is knowledge management. (Satish et.al, 2019)

Figure 2: Keywords

Figure 3: Year of Publication

Figure 4: Published Journals

Inferences:

The keywords, year of publication, and journals published in the review analysis are

represented in the three graphs above. The keyword graph shows how many keywords were

used in various academic articles. According to the graph, 25 papers used the term "customer

loyalty" in their papers, while 10 papers used "word of mouth." After that, we'll look at the

graph for the year of publication. there are around 7 articles published between 1965 and 1975,

with 13 papers released in the previous 15 years. The number of papers published on customer

satisfaction is depicted in the graph above. The Journal of Undergraduate Social Science and

Technology has published eight papers, the Journal of Finance and Economics has published

six, and the Journal of Consumer Research has published six.

Conclusion:

Customer Satisfaction is a term that is used in a variety of businesses and in a variety of

locations around the world. The fact that Customer satisfaction focuses on increasing the

quality of the product, quality of service, and overall quality of the organization to give the

greatest product or service solution to the customer is one of the most important reasons why it

is appropriate in today's circumstances (Oliver, 2006).

Females are more loyal than men when it comes to gender-based loyalty and satisfaction; if

they find a product or service that fulfils their expectations, they are unlikely to switch brands.

(Melnyk,2009). When customer satisfaction is high, it is more probable that they will select the

same brand again. If they are not happy, they are less likely to choose the same brand again.

(Osselaer,2009).

Some researchers have been able to establish that customer satisfaction has a strong emotional

attachment i.e., affective and component attachment. (Fornell,1996) (Cardozo,1965)

(Henard,2001) (Hanif,2010) (Gregoire,2009)

Another reason is that Customer satisfaction is achieved with 100 percent commitment from

management and 100 percent involvement from employees, resulting in greater idea that is

simple to comprehend and apply. Additionally, a standard measuring technique is necessary to

establish the quality or score of Customer satisfaction adoption in the company since it must be

quantified in order to perform continuous improvement and compete in modern organizations

(Szymanski,2001). Furthermore, it is strongly advised to conduct additional research on various

industries sectors, particularly new start-up industries such as e-commerce or digital start-ups,

to ensure that Customer satisfaction is still appropriate for those new industries sectors.

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