Customer satisfaction is an issue gaining focus from Managers and Marketers alike within the increasingly competitive service industry. A satisfied customer is a source of invaluable word–of– mouth recommendations and thus can stimulate further purchases. Resulting from research into this issue it has been found that a very extensive array of information relating to this topic is available. However due to the time and length restraints this paper has concentrated on the elements which …showed first 75 words of 1271 total…

…showed last 75 words of 1271 total…within the control of the firm. - Stability Attribution – after a dissatisfactory incident the customer will assess whether or not this was a once off, random occurance, or whether it is likely to reoccur.  Equity theory –( perceived fairness) the comparison of the ratio of the buyers inputs to outputs ( benefits received) in comparison to the sellers inputs/ outputs. Measuring Consumer Satisfaction  zone of indifference ( diagram)  SERVQUAL / Gap model  5 types of gaps. Applications of Satisfaction studies