Literature Review

Customer Satisfaction
Francis Buttle (2007) suggests that customer Satisfaction is the customers
fulfilment response to a consumption experience, or some part of it. The
consumption experience includes the products or service and the whole
progress from delivering to usage of the products or services by both customers
and consumers.
Customer satisfaction is relatively important for any business, because it is most
likely to create customer loyalty. In order to achieve customer loyalty, firm
should have clear understanding on the consumer behaviour.
Customer behaviour and preferences are different in each region, religious,
status, gender, age and country. Therefore, some consideration on customer
behaviour must be taken, for examples, what customers want, when will
customers buy it, where will customers, whom will buy it and how they want it.

(Francis Buttle (2007). Customer relationships management. 3rd ed. Oxford, UK: Elsevier Ltd. 21.)

There are many factors which lead to high levels of customer satisfaction
including:

Products and services, which are customer focused and thence, provide
high levels of value for money.
Customer service giving personal attention to the needs of individual
customers.
After sales service - following up the original purchase with after sales
support such as maintenance and updating (for example in the updating
of computer packages).

Expectancy Disconfirmed Model

Expectancy disconfirmed model is the most common way to measure the
satisfaction of customers, which is to compare the expectation with the
perception experience, or known as customer perceived value, of customer.

Expectancy disconfirmed model by Oliver (1977) and Churchill and Surprenant (1982)

The four main constructs in the model are: expectations, performance,

disconfirmation, and satisfaction. Expectations reflect anticipated behavior
(Churchill and Suprenant, 1982). They are predictive, indicating expected
product attributes at some point in the future (Spreng et al. 1996). Expectations
serve as the comparison standard in ECT what consumers use to evaluate
performance and form a disconfirmation judgment (Halstead, 1999).
Disconfirmation is hypothesized to affect satisfaction, with positive
disconfirmation leading to satisfaction and negative disconfirmation leading to
dissatisfaction.
Teas and Palan (Volume 6, 2003) Customers expectancy will be set as the
standard reference for comparing with the business performance. If customers
perceived the product or services expecatation to be met, this indicated that
customers were satisfied. Where as, if the experience of consumption the
products or services does not met the expectation, this indicates that customers
are negatively disconfirmation and they will be unsatisfied.
The methodology of collecting information and data for this project is mixed
methodology, complementarity approach. Where two research strategies,
qualitative and quantitative research, are employed in order that different
aspects of an investigation can be devetailed. (Bryman, A. and Bell, E.. 2007).
The triangulation triangle below represents theoretical propositions and
empirical findings from qualitative and quantitative data while the sides of the
triangle represent the logical relationships between these propositions and
findings. The nature and use of the triangle depends upon the outcome from the
analysis, whether that be convergent, where qualitative and quantitative findings
lead to the same conclusion; complementary, where qualitative and quantitative
results can be used to supplement each other or; divergent, where the
combination of qualitative and quantitative results provides different (and at
times contradictory) findings. Each of these outcomes requires a different way of
using the triangulation metaphor to link theoretical propositions to empirical
findings. (Erzberger and Kelle, 2003).

(Triangulation triangle of mixed methods relationship by Erzberger and Kelle,

2003)