performance exceed the customer expectations. If the products or services' performance equally satisfies the customer's expectation, then zero disconfirmations or servo confirmations occur. Other study pinpoints other possible customer satisfaction judges such as apparent value, hospitality service, customer relationship benefits, the image of a company, and quality of
24products or service experiences plan (Yang and Peterson, 2004; Pullman and gross, 2004; Reynolds and Beauty, 1999; Koo, 2003; Sivas and Baker-Prewitt, 2000).Hill et al. (2007) state that a customer's satisfaction is an essential measure of an entire company's net product performance about a given combination of customer needs. Griffiths (2006) defines customer satisfaction and distinguishes it from customer loyalty as follows customer's deeds (what they do) defines customer loyalty while, on the other hand, what customers say about a specific product of services defines their satisfaction with the services or products. However, satisfaction is an achievement magnitude of some expectations, goals, needs,and desires of any other reasonable transactional situation between a company and its customers.(Cited in Sunder, 2011).Customers attain their satisfaction regarding specific products or services from various transactions such as product delivery, pre-purchase customer- company relationships, the post-purchase company-customer relationships, handling complaints, and services rectifications. Other ways customers gain products or services satisfaction include departmental or entire company presentations to the customers, product and services performances, and the overall product and services provided (Vavra, 2002). Customer satisfaction is equally important to organizational goals (Cochran, 2003). Although many higher prioritized aims than satisfying the customer's desires, it does not imply that an organization should terminate its competition in the market and convert it to a non- profit organization. In the long-term or medium run, it identifies returns and remuneration ore often. Keeping that in mind, therefore, customer satisfaction is essential investments since satisfying the customers normally does not generate outcomes in a short-term duration. Several resources help a company clearly understand the customer's desires and needs, data collection
25method concerning the customer's perception, and the examination of such related data. The functions and resources needs are important in the investment of customer’s satisfaction.Despite losing around 45-50% of its initial customers within a five-year time duration, many companies become 20 times more expensive to gain new customers compared to retaining the existing customer's cost (B2B International). As long as the customer gets a higher level of customer satisfaction, guaranteed customers trust and confidence then follows. According to Hill et al. (2007), few customers will hardly switch to other companies if there are customers' trust and confidence enhancement.