Defining Customer Value and Satisfaction.
Customers are value-maximizer, within the bounds of search costs and limited knowledge, mobility, and income. Customers become aware to the company who offers the highest customer delivered value, defined as the difference between total customer benefits and total customer cost. It's Customer Perceived Value (CPV)
Marketers can appreciate the importance of keeping and growing customers. They not only want to create customers, but want to own them for life. They want to increase the share of the customer's business constantly.
Companies often fail to point out a difference between the satisfied customer and the very satisfied customer. Satisfied customers can easily switch when another supplier can offer equal or greater satisfaction, but very satisfied customers will be less likely to find another supplier who they believe can satisfy them at the same high level.
Actually, satisfaction is a person's feelings of pleasure or disappointment resulting from comparing a product's perceived performance in relation to the customer expectations. Many companies are trying to achieve for total customer satisfaction and always deliver higher customer satisfaction, because it's key to high customer loyalty. And companies that reach their customer value and satisfaction goals are high-performance businesses. But remember, ironically, customers whose complaints are satisfactorily resolved often become more loyal than customers who were never dissatisfied.