Literature Review On Consumer Satisfaction
Chapter 2: LITERATURE REVIEW
2.1 Definition
2.1.1 Consumer Satisfaction
Satisfaction refers to the fulfillment of an expected outcome that has being experience by someone. When a consumer satisfies or dissatisfies with a program or facilities, they are actually influenced by prior expectations regarding certain level of quality. In UUM, the students are dissatisfies with the bus service quality provided because of some factors. The factors which are the reason of the student dissatisfactions are the expected outcome that the UNIC Leisure Transtour Sdn.Bhd (the company that provides the bus service in UUM) did not fulfill. Based on the summary of the application effect of bus rapid transit at Beijing South-Centre corridor of China by Zheng, L. and W. Jiaqing, on 2007, customers want the best service quality and responses as well to what they want. Most of the people understand the meaning of consumer satisfaction, but when it comes to the definition, they cannot describe their understanding into a sentence that will bring the definition of consumer satisfaction. One of the definitions of consumer satisfaction, it is the consumer’s fulfillment response. It is a judgment that a product or service feature, or the product or service itself, provided (or is providing) a pleasurable level of consumption-related fulfillment, including levels of under or over fulfillment. (Oliver, 1980). Another definition of consumer satisfaction is defined as a feeling developed from an evaluation
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