Customer satisfaction is an overall evaluation by the customers about the products and services, company and other related services offered by firm (Saeed, Zehou, Hussain, & Haq, 2014:199). Customer satisfaction is meeting the customer expectations according Anders, Michael & Inger Roos, on (Saeed, Zehou, Hussain, & Haq, 2014:199). Customer satisfaction involves behavior of customers that typically relate to purchase or consumption of product or services (Singh & Pattanayak, 2014:403).

Past research has found significant outcomes of customer satisfaction, including increased shareholder value (Anderson et al. 2004; Luo and Bhattacharya 2006, 2009; Mittal et al. 2005), greater cash flows (Gruca and Rego 2005; Morgan and Rego 2006), and excess stock returns (Fornell et al. 2006; Luo et al. 2010) on (Luo , Wieseke, & Homburg, 2012:746). Satisfied customers are more loyal, less sensitive to price movements (Singh & Pattanayak, 2014:403).