Factors Affecting Customer’s Satisfaction

Customer Satisfaction
Customer Satisfaction

Factors Affecting the Customers’ Satisfaction

Factors Affecting the Customers’ Satisfaction for a particular brand are priorities of companies. Customers Satisfaction is obtaining when companies take care of customers. In this research, the 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 large impact on Subscribers than Customer’s services. Which is based on Analysis.

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

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

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

  • Customer Satisfaction:
    • Customer Satisfaction defined as “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 customer evaluate the ongoing performance (Gustafson Johnson and roost 2005)
    • According to Kim Park and jean (2004) Customer’s Satisfaction is 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 complain conclusion properly, they start looking for other brands.
    • Customer’s 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 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 verity of factors. Different scholars
Discuss different factors. We will put here those factors only, which are
Considered more important in general perspective and e-services perspective as
Well, and these are the factors, which may impact positively or negatively on
Customer satisfaction.

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

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

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

First one includes how the management and employees of vendor behave with the
Customers. Factors say vendor’s response, service and compliant handling are
Dependent on the attitude and skills of the vendor’s human resource. The second
One belongs to the product itself that 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 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 or it requires 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 on customer satisfaction:

  • Service Quality:

Service Quality is “the difference between customer expectations and perceptions of service” or alternatively as “the customer’s satisfaction or dissatisfaction formed by their experience of purchase and use of service.” (Gringos, 1984 and 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 etal., 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 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 was 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 includes;

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 among customer satisfaction, market share and profitability. They proposed that value had a direct impact on how customers related with their suppliers.


Internal Customer:

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 costumer takes for granted. He expects it to be present in the product. 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 the performance more 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 very high level of satisfaction or customer delight. 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 research study. It was concluded that Prices Fairness and Customer services are very important independent variables which effects the customer’s attachments to the products.
  2. Customers services are important because satisfied customer would spread positive lord which will increase brand reputation and that will make brand more popular locally in market.
  3. Price Fairness also has an effect on customer satisfaction. Because if the rates are reasonable and affordable customer would.


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