Before you can effectively measure and improve customer satisfaction you must have a clear understanding of what satisfaction is. Satisfaction is primarily an indication that an expectation has been met. Satisfaction is a subjective measure that will vary based on the personal preferences, perceptions, and experiences of an individual. Customers typically indicate that they are satisfied when their expectations are met or exceeded. Because people will likely have different expectations, two customers that experience the same outcome or quality of service may express different levels of satisfaction.
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