Page 826 - MARSIUM'21 COMP OF PAPER

827 JieQi & Mazilah (2021)

■ 2.0 LITERATURE REVIEW

2.1 CUSTOMER SATISFACTION
Customer satisfaction is taken into account to be the key factor affecting enterprise sales. In other words, in a very competitive
market, customer satisfaction affects the muse of any successful business, including printing and photocopying products. This could be
because high customer satisfaction is vital in encouraging customers to repurchase products or reuse services (Hoyer et al., 2001; Park et al.,
2019). It is understood to be a measure that determines a customer's happiness with the merchandise or service they have received. It refers
to the gap between the consumers' initial expectations and their emotional responses to their value during the purchase and consumption.
Therefore, based on previous research during this area (Rust & Oliver, 1993; Fornell, 1992; Oliver, 1999; Woodside et al., 1989; Kotler et
al., 2000; Hansemark & Albinsson, 2004; Tam, 2004), the researcher believes that customer satisfaction reflects the experience-based attitude
of consumers, and therefore, it is often associated with feelings of acceptance, happiness, relief, excitement and joy (Hoyer et al., 2001).
Previous literature has highlighted two basic concepts of customer satisfaction; the primary is somebody's satisfaction with a specific
transaction, and therefore the second is their overall (cumulative) satisfaction. The latter has proven to be the foremost useful thanks to
customer satisfaction and post-purchase behaviour. In a perfect scenario, customers are satisfied with the merchandise or service and are
expected to share their good experience with the social community, especially with their friends and family.

Kotler and Keller (2012) say, "Satisfaction may be a person's feeling of happiness or disappointment, comparing the perceived
performance (or outcome) of a product with the expected outcome." However, according to Jahanshahi et al. (2011), customer satisfaction
results from the customer's perceived value in a transaction or relationship; value equals perceived service quality relative to the cost and
customer acquisition cost. In contrast, Tu et al. (2013) state, "Customer satisfaction will affect the repurchase intention and behaviour, and
thus affect the long-run revenue and profit of the organisation". Customer satisfaction is the customer's evaluation compared with their
expectations after purchasing a specific product. Customer satisfaction is measured by the customer's expectations and, therefore, the
performance of the products or services, i.e., to fulfil the requirements and desires of its consumers. A satisfied customer refers to a product
or service whose performance is comparable to the customer's expectation, encouraging them to shop for the merchandise again. At the
same time, a disappointed customer will persuade other customers not to buy further, and as a result, move to a different brand's competitor.
Kotler and Armstrong (2012) have defined, "Customer satisfaction is the degree to which the perceived performance of a product matches the
buyer's expectations." Customer satisfaction includes several indicators, namely loyalty, satisfaction, repurchase interest, minor willingness
to complain, willingness to recommend products and company reputation.

Customer satisfaction indicates how good is the merchandise experience when compared to the buyer's expectations (Razak &
Shamsudin, 2019). It is the perceived expectations of shoppers and consumers before they purchase and the knowledge of a product or service
(Hamsudin et al., 2018). According to Mohd Farid Shamsudin, Esa, and Ali (2019), customer expectations mean superior service delivery
and intangible value provided to the customers. Additionally, customer satisfaction is described because the customer's evaluation of the
merchandise or service meets the customer's needs and expectations (Alan, Mary, & Dwayne, 2012); as they have shown, some variables
affect customer satisfaction, such as price, product quality, and repair quality. Customer satisfaction also becomes a big contributor to
improving service companies, i.e., long-term gratitude, customer reliability, and customer maintenance.
Moreover, many analysts believe that customer satisfaction greatly impacts customer repurchase expectations (Cronin, Bradyandhult,
2000). Also, satisfied customers disseminate positive informal communication, attract new customers, and reap long-term business benefits.
Customer satisfaction measurement could signify how a company provides a product or service. Therefore, customer satisfaction is the
degree of accomplishment of each organisation, including the general public sector (Tirimba et al., 2013). When the product and repair
quality characteristics are enhanced, customer satisfaction expands because a rise in customer satisfaction reliably indicates higher customer
retention and loyalty (Eugene & Vikas, 2000).

The two theories that may best explain customer satisfaction are the uncertainty paradigm and the expectation-value concept (Barsky,
1992). Both theories are widely accepted theories of consumer behaviour, although they do not address the link between customer satisfaction
and actual purchase behaviour. Customers will compare a brand-new service experience with the standards they have already set. Their belief
within the service depends on whether the service meets their standard. This theory assumes that customers purchase based on their
expectations, attitudes, and intentions (Oliver, 1980). Subsequently, a performance perception occurs when the customer evaluates the
experience during or after the consumption. This process is completed when customers compare actual service performance with their
previous experience's standard or expectations (Beardon & Teel, 1993), where the results are divided into satisfied or dissatisfied. There are
four components to the current paradigm: expectation, perceived representation, inconsistency, and satisfaction. The expectation level
represents expectations before consumption, while performance refers to the customer's perception of service. If there is a discrepancy
between expectations and performance, it can cause inconsistency. Finally, satisfaction is decided by combining the satisfaction results of
assorted attributes of the service.

827