A highly satisfied customer generally stays loyal longer and buys more as the company introduces new products and upgrades existing ones.
Customer satisfaction is a crucial key to customer retention that firms should usually measure the pleasure of customer. According to Kotler (2009) if satisfaction of customer is increase, the customer will stay faithful longer. They will buy more as the firm present new products or services and upgrades existing ones. Furthermore, a person's emotions of pleasure or displeasure effect from comparing a product's perceived outcome (or performance) relation to the customer prospects involve with satisfaction (Kotler 2009).
Satisfaction able to defined as pleasurable fulfilment. It is the customer feels that consumption fulfils some desire, need, goal, or so on and that this fulfilment is pleasurable Oliver (1997). Hence, satisfaction is the customer's feel that consumption affords outcomes against a standard of pleasure between displeasure. Additional, Rust and Oliver (1994) claim that customer satisfaction reflects the level to which a customer accepts that the ownership or use of a service evokes good feelings.