ABSTRACT
This chapter explores consumer evaluations of a service with particular reference to both satisfaction and value. It defines satisfaction and value and then move on to examine specifically how organisations approach satisfaction measurement. The chapter examines issues relating to trust and fairness and their implications for the way in which organisations engage with their customers. It establishes that customer satisfaction is a multifaceted concept and far from one-dimensional. Satisfaction is generally recognised as a pleasurable outcome, a desirable end state of consumption or patronization Value is commonly treated as an outcome of service quality and involves a comparison of the benefits received relative to price or cost. Trust has been cited as a heuristic and companies and brands that enjoy high levels of consumer trust enjoy an important source of competitive advantage. The concept of fairness is assuming growing significance in a range of contexts throughout the world.
