Customer satisfaction is a crucial key to customer retention that firms should usually measure the pleasure of customer. According to Kotler (2009) a highly satisfied customer mainly stays loyal longer and purchases more as the firm present new products or services and upgrades existing ones.
Kotler (2000) also expresses that satisfaction is a person’s feelings of pleasure or disappointment resulting from comparing a product’s perceived performance (or outcome), in relation to his or her expectations.
Whether the buyer is satisfied after purchase depends on the offer’s performance in relationship
to the buyer’s expectations, and whether the buyer interprets any deviations between the two. If the performance falls short of expectations, the customer is dissatisfied. If the performance
matches the expectations, the customer is satisfied. If the performance exceeds expectations,
the customer is highly satisfied or delighted. Customer assessments of product performance
depend on many factors, especially the type of loyalty relationship the customer has with the
brand. Consumers often form more favourable perceptions of a product with a brand towards
which they already feel positive.