“A customer's post-consumption evaluation of a product or service” determined by the perceived discrepancy between prior expectations and the actual performance” (Mittal and Frennea 2010, p. 3; see also Day 1984; Oliver 1980; Tse and Wilton 1988)
“Customer satisfaction management has emerged as a strategic imperative for most firms” (Mittal and Kamakura 2001, p. 131)
“Customer satisfaction has come to represent an important cornerstone for customer-oriented business practices across a multitude of companies operating in diverse industries” (Szymanski and Henard 2001, p. 16)
Hill (1996) pointed out that customer satisfaction will happen when customer’s perception met or exceeds his/ her expectations. While Hunt (1977) discussed customer satisfaction as an imaginary assessment of customer about his/ her consumption experience, Oliver (1981) defined it from psychological point of view which is about customer emotions based on his/ her expectations and consumption experience.