According to Chatura Ranaweera, Jaideep Prabhu, (2003) customers satisfaction on their purchase is asignificant factor that leads business to success.
In recent times, customersatisfaction has gained new attention within the context of the paradigm shiftfrom transactional marketing to relationship marketing. Customers who aresatisfied with a purchased product will buy the same product again, more often(Reichheld 1996), and will also recommend it to others (Oliver and Swan 1989). Thedefinition of customer satisfaction can be divided into two which is driven tooutcome and driven to process (Lee, 1995). Customer satisfaction isconceptualized as the result of consumption experience such as the recognitionfelt by customer that the price paid is rewarded in proper or improper manner,emotional reaction against the retail shop or purchasing behavior related withpurchased specific product or service, or emotional reaction against thebehavior in wider meaning such as consumer’s behavior or the market on thewhole, comprehensive mental state that occurs when the emotion due to inconsistentexpectation is combined with the emotion prior to the customer’s experience ofpurchase. Theaspect driven to process is useful in that it generalizes the whole consumptionexperience, and it enables to examine an important process that reachescustomer satisfaction through the measure of observing unique elements at eachstage (Oliver, 1981). Customersatisfaction is important in order to retain customers, and customer retentionhas been shown to have a significant effect on profitability (Reichheld andSasser, 1990) hence, the importance of creating and retaining satisfiedcustomers. Usersare also important to study because they have been shown to be importantinfluencers early in the decision process (Leigh and Rethans, 1985). As Laczniak(1979) reported, users are important in initiating the purchase.
When weconsider their role in getting the purchase process started along with theirrole in determining customer satisfaction, we recognize the significance ofusers to marketers. The purpose of this study is to explore users’ role ingreater detail, with particular attention to how they become part of thepurchase process and how their participation (or lack of) in the buying processmay influence their perceptions of satisfaction. Customersatisfaction is very often a misused and abused expression. Many organizationsuse it as a casual approach to state that their customers are happy andsatisfied with the levels of service rendered and the products and servicespurchased (Mohamed Zairi, 2000).
Other than that, customer satisfaction data isused to design new products, as well as improving existing processes (MohamedZairi, 2000).