The dimension of customer satisfaction indicates that the customer is satisfied and this also implies customer
loyalty and higher customer reliability in buying. Customer satisfaction leads further to improvement financial
performance (Hallowel, 1996; Levesque & McDougall, 1996; Storbacka, Strandvik & Gronroos, 1994; Urban &
Star, 1991). The more loyal customers are to the organization, the stronger the possibility of the retention of
customers in the organization and greater the profits (Levesque & McDougall, 1996). Hence we propose: