CUSTOMER SATISFACTION TOWARDS SERVICE QUALITY OF ...

performance (or outcome) in relation to his or her expectation. Additionally, Yi (1990) also
stated that customer satisfaction is a collective outcome of perception, evaluation and
psychological reactions to the consumption experience with a product/service.
In conclusion, customer satisfaction is defined as a result of customer�s evaluation
to the consumption experience with the services. However, the customers have different
levels of satisfaction as they have different attitudes and perceived performance from the
product/service.
Customers� Expectation
In this part, the definition of customer�s expectation and Disconfirmation theory
are revealed. In addition, the significance of customer�s expectation which has influenced
customer�s satisfaction is discussed.
Definition of Customers� Expectation
Davidow and Uttal (1989) proposed that customers� expectation is formed by
many uncontrollable factors which include previous experience with other companies, and
their advertising, customers� psychological condition at the time of service delivery,
customer background and values and the images of the purchased product.
In addition, Zeithaml et al. (1990) stated that customer service expectation is built
on complex considerations, including their own pre-purchase beliefs and other people�s
opinions. Similarly, Miller also stated that customers� expectation related to different levels
of satisfaction. It may be based on previous product experiences, learning from
advertisements and word-of-mouth communication. Santos added that expectation can be
seen as a pre-consumption attitude before the next purchase, it may involve experience.
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