Customer Satisfaction towards TVS Bikes in Madurai City

Abstract

In today’s competitive marketplace where companies compete for customers, customer satisfaction is seen as a key success factor and is considered as a vital point of overall business strategy. There is a substantial body of empirical literature that establishes the benefits of customer satisfaction for firms. In today’s competitive world, any organization needs to have a greater focus on a major aspect called “Customer Satisfaction” which decides the future of the business as well as the organisation.

Recent interpretations in the consumer domain now couch satisfaction as a fulfilment response. Fulfilment implies that a consumption goal is known, as in basic motives of hunger, thirst, and safety. However, observers of human behavior understand that these and other goals can be and frequently are modified and updated in various ways. Thus, consumer researchers have moved away from the literal meaning of satisfaction and now pursue this concept as the consumer experiences and describe it.

Satisfaction is the consumer’s fulfilment response. It is a judgment that a product or service feature, or the product or service itself, provided (or is providing) a pleasurable level of consumption-related fulfilment, including levels of under- or over-fulfilment.