Main Article Content
Consumer satisfaction is important to the marketer because it is generally assumed to be a significant determinant of repeat sales, positive word-of-mouth, and consumer loyalty. Satisfaction is important to the individual consumer because if reflects a positive outcome from the outlay of scarce resources and the fulfillment of unmet needs. Satisfaction is a post choice evaluative judgment concerning a specific purchase selection. Although attitude like, the concept of satisfaction is distinguished from attitude toward the product or brand, which represents a more generalized evaluation of a class of purchase objects. In fact, satisfaction has been established as a key causal agent responsible for experience based attitude change.