review literature on dealer satisfaction shodhganga
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Give me the details about review literature on retailer satisfaction.
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#2

This chapter attempts to review different literatures on customer satisfaction
with reference to hotel industry and presents various studies made regarding the issues
related with hotel industry and customer satisfaction.
Customer – Definitions
Paul S. Goldner (2006)1
Grigoroudis, E and Siskos, Y (2009)
defines, “…a customer is any organization or
individual with which you have done business over the past twelve months”.
2
“Customer means the party to which the goods are to be supplied or service
rendered by the supplier”.
provide definition for ‘customer’ upon
two approaches: With reference to loyalty, “A customer is the person that assesses the
quality of the offered products and services” and on process oriented approach, “the
customer is the person or group that receives the work output” (p.9).
3
Customer Satisfaction – Definitions
Satisfaction has been broadly defined by Vavra, T.G. (1997) as a satisfactory
post-purchase experience with a product or service given an existing purchase
expectation.4
Howard and Sheth (1969)5
According to Westbrook and Reilly (1983)
define satisfaction as, “The buyer’s cognitive state
of being adequately or inadequately rewarded for the sacrifices he has undergone”
(p.145).
6
, customer satisfaction is “an
emotional response to the experiences provided by, associated with particular
32
products or services purchased, retail outlets, or even molar patterns of behaviour
such as shopping and buyer behaviour, as well as the overall market place” (p.256).
Oliver (1981)7
The definition offered by Hunt (1977)
put forward a definition as, “the summary psychological state
resulting when the emotion surrounding disconfirmed expectations is coupled with the
consumers’ prior feelings about the consumption experience” (p.27).
8
Customer/consumer satisfaction is “an evaluation that the chosen alternative is
consistent with prior beliefs with respect to that alternative” – Definition by Engel and
Blackwell (1982)
is “an evaluation rendered that the
(consumption) experience was at least as good as it was supposed to be” (p.459).
9
Tse and Wilton (1988)
(p.501).
10
Berry and Parasuraman (1991)
define as, “the consumer’s response to the evaluation
of the perceived discrepancy between prior expectations (or some other norm of
performance) and the actual performance of the product/service as perceived after its
consumption” (p.204).
11 argue that since customers’ satisfaction is
influenced by the availability of customer services, the provision of quality customer
service has become a major concern of all businesses. Customer satisfaction is
typically defined as a post consumption evaluative judgement concerning a specific
product or service.12 It is the result of an evaluative process that contrasts prepurchase
expectations with perceptions of performance during and after the
consumption experience.13 Oliver (1981)14 defines customer satisfaction as a
customer’s emotional response to the use of a product or service. Anton (1996)15
offers more elaboration: “customer satisfaction as a state of mind in which the
customer’s needs, wants and expectations throughout the product or service life have
been met or exceeded, resulting in subsequent repurchase and loyalty”.
33
Merchant Account Glossary points out that, “Customer satisfaction is an
ambiguous and abstract concept and the actual manifestation of the state of
satisfaction will very from person to person and produce/service to
produce/service.....”16
Schiffman and Kanuk (2004)17
Woodruff and Gardian (1996)
defines customer satisfaction as “The
individual’s perception of the performance of the product or service in relation to his
or her expectations”.
18
According to Hung (1977), “…. satisfaction is a kind of stepping away from
an experience and evaluating it … One could have a pleasurable experience that
caused dissatisfaction because even though it was pleasurable, it wasn’t as pleasurable
as it was supposed to be. So satisfaction / dissatisfaction isn’t an emotion, it’s the
evaluation of the emotion”.
define “Satisfaction, then, is the evaluation or
feeling that results from the disconfirmation process. It is not the comparison itself
(i.e., the disconfirmation process), but it is the customer’s response to the comparison.
Satisfaction has an emotional component.”
19
Oliver (1977)20
Some of the definitions available from web are compiled below: “Customer
satisfaction, a business term, is a measure of how products and services supplied by a
company meet or surpass customer expectation”.
defines “Satisfaction is the consumer’s fulfilment response. It
is a judgment that a product or service feature, or the product of service itself,
provided (or is providing) a pleasurable level of consumption- related fulfilment,
including levels of under- or over-fulfilment”.
21 “Customer satisfaction is an
ambiguous and abstract concept and the actual manifestation of the state of
satisfaction will vary from person to person and product/service to product/service”.22
34
“Comparison of expectations versus perception of experience”.23 “A customer’s
perception of the degree to which their requirements have been fulfilled.”24
According to Business Dictionary, customer satisfaction is, “Degree of satisfaction
provided by the goods or services of a firm as measured by the number of repeat
customers.”25
These definitions suggest that an evaluative process is an important element
underlying customer satisfaction.26
Hotel Industry – Definitions
Peter Jones and Andrew Lockwood (2002)27
According to Dictionary of American History
provide a simple definition for
hotel as, “an operation that provides accommodation and ancillary services to people
away from home.”
28
Hotel industry is a large and highly diverse industry that includes a wide range
of property styles, uses and qualities.
“The primary purpose of
hotels is to provide travellers with shelter, food, refreshment, and similar services and
goods, offering on a commercial basis things that are customarily furnished within
households but unavailable to people on a journey away from home”.
29
Peter Jones and Andrew Lockwood (2002) defines a hotel as “a, usually large,
house run for the purpose of giving travellers food, lodging etc.” Further add, “an
operation that provides accommodation and ancillary services to people away from
home.” 30
O’Fallon and Rutherford (2010)31, in “Hotel Management and Operations”
define “hospitality is the cordial and generous reception and entertainment of guests
or strangers, either socially or commercially” (p.173).
35
The Building Code of the City of New York defines, “A hotel shall be taken to
mean and include every building, or part thereof, intended, designed or used for
supplying food and shelter to residents or guests, and having a general public diningroom
or a café, or both and containing also more than fifteen sleeping rooms.32
Peyton, R.M. et al (2003)33 in their working paper submitted at the Allied
Academies International Conference presented a comprehensive review of the
literature on various Customer Satisfaction and Dissatisfaction (CS/D) theories
proposed. The literatures are specifically prior to the 1990s. This review focuses on
the major components of the decision-making process, also addresses the
measurement-related issues relevant to this body of literature. The paper analyses
four theories under the umbrella of consistency theory viz. assimilation theory,
contrast theory, assimilation-contrast theory, and negative theory. In addition to
presenting a review of theoretical bases of the research in the area of consumer
satisfaction, the paper also addresses the major elements of the most widely accepted
models of Consumer Satisfaction and Dissatisfaction. The authors argue that even
though the satisfaction construct has been defined in a number of ways, satisfaction
has been defined in terms of need fulfilment, pleasure/displeasure, cognitive state,
attribute or benefit evaluation, and subjective evaluation of experience by many
researchers. The review concludes, “however, while researchers have used a number
of different definitions for satisfaction, they generally agree that satisfaction involved
a set of inter-related variables rather than a single variable”
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