What is Customer Satisfaction Management
The general understanding of consumer satisfaction or dissatisfaction is the result of the difference between consumer expectations and consumer perception of performance. From the research and definition of various definitions of consumer satisfaction by marketing experts, it can be concluded that customer satisfaction is a behavioral response of consumers to the evaluation (product performance) of a certain item or service after purchase.
Consumer satisfaction depends to a large extent on consumers' own perceptions and expectations. The factors that affect consumers' perceptions and expectations when purchasing goods or services are the needs and desires of consumers when purchasing goods or services, their past experiences of consuming these goods or services, and the experiences of friends who have consumed them. For these goods or services and in a competitive environment, an indicator that can show customer satisfaction is whether consumers will buy and use the product in the future.
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