This is also why they start looking for more information at this point - reviews, comparisons, alternatives, etc. What competitors say about the product or serviceĪccording to this definition, the satisfaction goals are established by the customers themselves before they set out to make a purchase.Word of mouth, recommendations or testimonials.Performance of the product in the recent past.Buyer’s expectations, on the other hand, are influenced by: Perceived performance is the consumer’s belief about the product or service experience. Here, customer satisfaction is a function of perceived performance and expectations. Although Kotler uses abstract terms like pleasure and disappointment, the definition is by no means ambiguous.Ĭustomer satisfaction = f(perceived performance, buyer’s expectations) Philip Kotler defines customer satisfaction as a ‘ person’s feeling of pleasure or disappointment, which resulted from comparing a product’s perceived performance or outcome against his/her expectations ’. But is that all? Customer satisfaction defined by Philip Kotler In this case, they precede and build up to increasing buying intentions and product loyalty. Leading indicators are measurable factors that precede an event or lead to a result. Most importantly, the book also says that customer satisfaction is a leading indicator of consumer purchase intentions and loyalty. It’s up to us to define what these satisfaction goals are and hence, they are going to vary from product to product or service to service, and both product and service if you are a SaaS company. Second, it talks about specified satisfaction goals. First, it makes it clear that customer satisfaction is not just an abstract concept. More importantly, Farris’s definition comes with two implications. In fact, this definition is endorsed by the Marketing Accountability Standards Board as the standard definition of customer satisfaction. In his book Marketing Metrics, Paul Farris defines customer satisfaction as ‘ the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services exceeds specified satisfaction goals ’. Let’s start with the top-ranking definition on the internet today. The most widely acclaimed customer satisfaction definition (and what it implies) Here’s a handy compilation - covering experts like Philip Kotler and Richard L Oliver - that’ll help you understand their nuances. One customer satisfaction definition may be different from the next one, and these definitions co-exist with multiple ways to create satisfaction, and several metrics to measure it. Defining customer satisfaction is no different. Then there’s also the fact that there is more to living than breathing, pumping blood, or metabolism - relationships, money, happiness, firefighting at work, politics, cat videos, pizza… All these make crafting a singular definition for life somewhat tough. Even biologists have trouble agreeing on a definition. Have you found the meaning of life yet? Now, hold on before you slip into an existential spiral. Quickly decoding one customer satisfaction definition at a time
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