Ikea Case

2.0 Definition of customer satisfaction

According to Leon G. Schiffman & Leslie Lazar Kanuk (2007, p. 9), customer satisfaction is the individual’s perception of the performance of the product or service in relation to his or her expectations. They may be a business people, tourists, youngsters, retired couples or celebrities. Moreover, they could not be looked as one group as their needs is differently and hence the service should reflect that.

Nowadays, customer had started aware of the importance of quality product and service that had provided by a firm. First of all, they will experiences the product or service and then evaluate their experience and finally decide whether they should purchase the product or service or not. If customers are satisfied with the product or service, they will repurchase again. Otherwise, they will run over to the competitors.

So what is customer? A customer is a person who buys goods or services from a shop. It is an important asset in the process of market expansion and the success of business. Without any demand from the customer, there is no use for products and services. So, customers are determining the production and manufacturer of product (Christopher H. Lovelock et al., 1998).

Beside, customer can define as follows:

- A customer is the most important person in our business.

- A customer is a person who comes to us with needs and wants and it is our job to handle them in a manner that is profitable to him or her and ourselves.

- A customer is not a cold statistic; he or she is a human being with feelings and deserved to be treated with respect.

- A customer is not an interruption to our work