Total Customer Satisfaction

Whether the buyer is satisfied after purchase depends on the offer’s performance in relation to the buyer’s expectations,
and whether the buyer interprets any deviations between the two. In general, satisfaction is a person’s feelings of pleasure or
disappointment that results from comparing a product’s perceived performance (or outcome) to their expectations. The customers are satisfied only when the product or the service is able to fulfill their needs. However, the satisfaction can reach the higher level and make the customer delighted if the product or the service goes beyond their level of expectation. Customer’s assessment of product performance depends on many factors, especially the
type of loyalty relationship the customer has with the brand.

Consumers often form more favorable perceptions of a product with a brand they already feel positive about. Although the
customer–centric firm seeks to create high customer satisfaction, that is not its ultimate goal. In order to provide satisfaction to the customers, the company may occasionally change its business policy. Increasing the quality and quantity of the services are some of the policies taken by the customers to increase customer satisfaction. However, these policies frequently result
in lower profits and hinder the purpose of others especially the associates, dealers, suppliers, and stockholders. The main
objective of an organization is to provide the maximum level of satisfaction to the customers as well as the associates, dealers, suppliers, and stockholders by using its total resources.