CUSTOMER SATISFACTION AT A PUBLIC SECTOR BANK, KARACHI

Abstract

IntroductionCustomer satisfaction is a mental state which results from the customer’s comparison of a) expectations prior to a purchase with b) performance perceptions after a purchase (cf. Oliver 1993, Oliver 1996, Westbrook 1987, Westbrook & Oliver 1991). A customer may make such comparisons for each part of an offer (‘‘domain-specific satisfaction’’) or for the offer in total (‘‘global satisfaction’’). Moreover, this mental state, which we view as a cognitive judgment, is conceived of as falling somewhere on a bipolar continuum bounded at the lower end by a low level of satisfaction (expectations exceed performance perceptions) and at the higher end by a high level of satisfaction (performance perceptions exceed expectations). Vol. 18, June, 84-91