CustomerSatisfactionThus,consumersformjudgments aboutthevalueof marketing offers and make their buyingdecisions based upon these judgments. Customersatisfaction witha purchase dependson theproduct's performance relative to a buyer'sexpectations.A customer mightexperience variousdegrees of satisfaction.If the product'sperformancefalls short of expectations,thecustomer is dissatisfied.If performance matchesexpectations,the customeris satisfied.Ifperformance exceedsexpectations,the customer ishighly satisfiedordelighted
◼ Customer Satisfaction ◼ Thus, consumers form judgments about the value of marketing offers and make their buying decisions based upon these judgments. Customer satisfaction with a purchase depends on the product’s performance relative to a buyer’s expectations. A customer might experience various degrees of satisfaction. If the product’s performance falls short of expectations, the customer is dissatisfied. If performance matches expectations, the customer is satisfied. If performance exceeds expectations, the customer is highly satisfied or delighted
Buthow do buyers form their expectation? Expectations are basedon the customer'spastbuying experiences,the opinions of friends andassociates,and marketerand competitorinformation and promises.Marketers must becareful to set the right level of expectations. Ifthey set expectationstoo low,they may satisfythose who buy but fail to attract enough buyers.In contrast,if they raise expectationstoo high,buyers are likely to bedisappointed.For exampleHoliday Inn ran a campaign a few years agocalled"No Surprises,"which promisedconsistentlytrouble-free accommodationsandservice
But how do buyers form their expectation? ◼ Expectations are based on the customer’s past buying experiences, the opinions of friends and associates, and marketer and competitor information and promises. Marketers must be careful to set the right level of expectations. If they set expectations too low, they may satisfy those who buy but fail to attract enough buyers. In contrast, if they raise expectations too high, buyers are likely to be disappointed. For example, Holiday Inn ran a campaign a few years ago called “No Surprises,” which promised consistently trouble-free accommodations and service