ABSTRACT
How to satisfy our customers? This has been a key managerial question for organizations in various sectors, and its importance has become greater in today’s more competitive market. As organizations continue improving ways to satisfy their customers, having a competitive edge in customer satisfaction has become an increasingly more complex goal, requiring advanced strategic planning and execution from the managerial to the operational level (Denove and Power 2006). Such complexity calls for on-going introduction and dissemination of solid theories from various psychological perspectives for a better and more in-depth understanding of customer satisfaction. As the quality of products and services continues to improve in various industries, many organizations address the customer relationship with terms such as “delighting customers” or “exceeding customer expectations” rather than simply satisfying customers or meeting expectations; another indication of how competitive the market has become (Matzler et al. 2004).
