Today’s customers face a growing range of choice in the products & the services they can buy. They are making their choice on the basis of their perceptions of quality, service and volume. A company needs to understand the determinants of a customer volume and customer satisfaction, and customer behavior is the difference between total customer value and total customer cost,
Customer satisfaction is out come felt by buyers who have experienced a company’s performance that has fulfilled expectations. Customers are satisfied when their expectations are exceeded satisfied customers remain loyal longer, buy more, are less price sensitive, and talk favorable about the company. To create customer satisfaction companies must manage their value change as well as the whole value delivery system in customer- centered way.
The company’s goal is not only to get a customer, but more importantly the company should retain customers by understanding the behavior of customers, thereby making relationships in a longer run.