ABSTRACT
A basic premise of marketing is that, ‘satisfaction with a product is determined by how well the product meets the customer’s expectations for that product’ (Kotler et al. 1996:26). Customers whose expectations are not met may become dissatisfied, are unlikely to use the product again and may complain (Peter and Olsen, 1987) whereas, ‘a satisfied customer normally provides a company with repeat business and also creates goodwill that is expressed by positive word of mouth recommendations’ (Duke and Persia, 1996:78).
