What Is Consumer Satisfaction?

According to the Department of Marketing at Washington University, there is no single definition of consumer satisfaction. However, all the definitions in the literature and from consumers describe consumer satisfaction as a reasoned or emotional response to a product, service or consumer experience at a particular time.

Definition

Essentially, consumer satisfaction is the extent to which consumers are happy with the products or services provided by a business. It is an important concept in business, because happy customers are those most likely to place repeat orders and explore the full range of services offered.

Factors

Consumers are most likely to report satisfaction with goods and services if they are made to feel "special" by the provider. In other words, if the staff of a company pays attention to the individual needs of its customers, before, during and after the sales process, they are more likely to return.

Measurement

Consumer satisfaction can be measured using survey techniques and questionnaires. Questions typically include an element of emotional satisfaction coupled with an element of behavioral satisfaction, or loyalty to a particular product or service.

References

• Academy of Marketing Science Review University: Defining Consumer Satisfaction
• The Times 100: Customer Satisfaction
• About Surveys: How to Measure Customer Satisfaction