Factors Affecting Customers Satisfaction

Customer Satisfaction

Factors Affecting the Customers’ Satisfaction

Factors Affecting the Customers’ Satisfaction with a particular brand are priorities of companies. Customers Satisfaction is obtained when companies take care of customers. In this research, Price, Fairness, and Customers Services are taken as variables affecting the subscribers of mobile networks in Pakistan. But the outcome showed that Price fairness had a large impact on Subscribers than on Customer services. Which is based on Analysis.

The origin of telecom was tracked on 1947 but the last two decades brought revolutionary changes in telecommunication sectors in Pakistan.

Telecommunication had a great impact on customers in the last two decades who prefer Quality and precision, not only national but international, started working in Pakistan. This competitive environment caused brand consciousness in customers.

Researches show that factors that affect Customers Satisfaction sometimes are neglected by customers because of brand consciousness.

  • Customer Satisfaction:
    • Customer Satisfaction is defined as the “Evaluation of perceived desire pansy between prior expectations and actual Performance of the product”. (Test and wilt on 1988, Oliver 1999)
    • Customer satisfaction is actually how customers evaluate the ongoing performance (Gustafson Johnson and roost 2005)
    • According to Kim Park and jean (2004), Customer Satisfaction is a customer’s Reaction to the state of satisfaction.
  • Customer Services:
    • The study of Han and Lee (2006) shows that when the customers do not get the complaint conclusion properly, they start looking for other brands.
    • Customers do not wait for long and hence they lose satisfaction with the particular brand (Han and lee 2006)
  • Price Fairness:
    • Price fairness refers to the consumer’s assessment of whether the Seller’s price is reasonable, acceptable, or justifiable. (Xia et al., 2004)

Customer Satisfaction:

Customer satisfaction (Zenithal et al., 2009) is measurable, but it is dynamic and
May evolve over time and it is influenced by a variety of factors. Different scholars
Discuss different factors. We will put here those factors only, which are
Considered more important from a general perspective and e-services perspective as
Well, these are the factors, which may impact positively or negatively on
Customer satisfaction.

Factors that may impact positively or negatively on customer Satisfaction are discussed by different authors:

According to (Sugandhi, 2003), factors that impact customer satisfaction can
Be divided into two broad categories and these are:

  1. Vendor behavior and
  2. Vendor’s product or service performance.

The first one includes how the management and employees of the vendor behave with the
Customers. Factors say vendor’s response, service, and complaint handling are
Dependent on the attitude and skills of the vendor’s human resources. The second
One belongs to the product itself depends on the capabilities of the vendor and
The skills of its employees. It shows the engineering and technology developed or
Acquired by the vendor. (ibid)

There are some aspects of the product (goods & services) that worry a customer after
That has come into the operation. For example, efficiency and performance may
Affect customer satisfaction in a way that if a product is having a frequent
Breakdowns require expert attention more frequently, it may create a kind of
Irritation for the customer apart from the financial loss.

Below are some common Factors (both human and product) which may impact customer satisfaction:

  • Service Quality:

Service Quality is “the difference between customer expectations and perceptions of service” or alternatively “the customer’s satisfaction or dissatisfaction formed by their experience of purchase and use of service.” (Gringos, 1984 Parasuraman et al, 1988).

Parasuraman, Zeithaml, and Berry, 1988 developed the SERVQUAL tool for the measurement of service quality as a determinant of customer satisfaction. The tool is helpful in analyzing service quality and describes customer satisfaction to be the gap between the customer’s expectations and their actual experiences. Parasuraman, 1985, therefore, proposed that service quality (Q) be measured by subtracting the customer’s perception scores (P) from the customer’s expectations (E). Service quality is thus Q=P-E.

The tool is a widely accepted standard for analyzing the various dimensions of service quality. (Buttle, 1994). Service quality was realized to comprise five dimensions. (Parasuraman et al., 1988).

This is the ability to perform the promised services dependably and accurately.

  • Tangibles:

The appearance of physical facilities, equipment, personnel, and communication materials. It also covers all physical products involved in service delivery and even other customers.

  • Assurance:

The knowledge and courtesy of employees as well their ability to convey trust and confidence.

  • Empathy:

It is the provision of caring and individualized attention to customers.

  • Responsiveness:

This describes the willingness to be at the service of customers, provide prompt service, and how fast that service is given.

Customer Satisfaction Affecting Factors

  • Perceived Value:

Perceived Value is the consumer’s overall assessment of the utility of a product based on the perception of what is received and what is given. (Zenithal, 1988). She also added that the subject matter is a subjective one and varies from one customer to the other. The view commonly shared by most researchers is the look at value as the subjective perception of the trade-off between multiple benefits and sacrifices relative to the competition. (Ulaga,2003; Dall’Olmo Riley,2000; Walter et al,2001). The benefits mentioned took into account the customer’s desired value e.g. quality. (Monroe, 1990). Sacrifices on the other hand were in reference to the monetary (price) and non-monetary (time, effort, etc.) considerations of the customer. (Cronin et al,2000; Dodd’s, Monroe & Grewal,1991; Monroe,1990). Monroe, (1990) went on further to identify two (2) very important ideas that could be formed in the discussion of customer perceived value which include;

A culmination of the consumer’s pre-purchase perception (expectations), evaluation during the transaction (expectation versus the received), and the post-purchase assessment (expectation versus received).

Secondly, the measure of the lag between the benefits received and the sacrifices made by the customer.

The customer’s perceived value can therefore be best maximized by increasing the customer’s perceived value or decreasing their sacrifice.

Research also goes to show that customers who are perceived to have received value for money are satisfied as compared to those who are thought to have not. (Zeithaml,1988). Anderson, Fornell, and Lehman (1996) shared the same opinion in the research they conducted to determine the relationship between customer satisfaction, market share, and profitability. They proposed that value had a direct impact on how customers related with their suppliers.


Internal Customer:

The internal customer is people, departments, units, and groups within an organization served by what we do.

External Customer:

External Customers are end users of the organization’s product or services depositors, borrowers, investors, etc.


A service that the customer takes for granted. He expects it to be present in the product. The absence of this need will lead to dissatisfaction for the customer but the presence of it will not lead to any satisfaction as such.

  • Performance needs: (Satisfiers)

It is a need or want of the customer which he specifically asks for. Better performance will be the satisfaction of the customer. These factors become the benchmarks in the competitive market.

  • Excitement Needs: (Delighters)

A delighter is an unspoken or unexpected requirement of a customer. It leads to a very high level of satisfaction or customer delight. The absence of delighters does not result in customer dissatisfaction while its presence will enhance customer satisfaction.

How to ensure customer satisfaction:

  1. Surveys
  2. Customer feedback Comparison with alternatives Employee feedback
  3. Internet / Blogs Toll-free numbers

Factors Affecting Customer Satisfaction:

  • PRICE: Micromax
  • QUALITY: Rolls Royce
  • SERVICE: Dell
  • BRAND NAME: Apple
  • FEATURES: Samsung


  1. From the research study. It was concluded that Prices Fairness and Customer services are very important independent variables that affect the customer’s attachments to the products.
  2. Customers’ services are important because the satisfied customers would spread the positive word which will increase the brand’s reputation and that will make the brand more popular locally in the market.
  3. Price Fairness also has an effect on customer satisfaction. Because if the rates are reasonable and the affordable customer would.

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