Satisfaction
Satisfaction comes from the Latin “satis” which means good enough and sufficient, and “facio” which means do or make. Satisfaction is defined as the emotional response against those experiences related to a product or service being purchased, this emotional response triggered by a cognitive evaluation process that compares expectations with the value of the purchased products (Tjiptono, 2014:353). Satisfaction is an attitude which was decided based on the experience acquired. Satisfaction is an assessment of the features of products or services that meet consumer consumption needs (Lovelock & Wirtz, 2011:280-281). According to Kotler & Keller (2012:10) reflects the satisfaction one’s assessment of a product or service that is used and related to expectation. If the performance of the product is lower than the expected, consumers will feel down. When in line with expectation, consumers will be satisfied and, if it is more than expected, then consumers will be very pleased. Kotler & Keller (2012:128) defines satisfaction is the situation shown by the consumers when they realize that the needs and desires as expected and well fulfilled. Consumer satisfaction being one of the things that are important to a company, which will increase consumer trust, and sales will increase directly too, because consumers likely to purchase again and recommend it to the people around them. The results obtained from customer satisfaction is one of the indirect sales marketing obtained by the company through its customers for free (Huang, Chen, Ou, Davidson, & Hua, 2015).
From the definition above, it can be concluded that the satisfaction is the fulfillment of the expectations of the consumer feeling satisfied or disappointed when comparing their expectation with the performance of the results from the product they bought. In other words, satisfaction is the overall attitude of consumers that will generate pleasure or disappointment between the initial expectations of consumers before making a purchase with the performance resulting from the product or service purchased after consumption. Performance of the website, the perceived pleasure while using the website, the consumer wants, and needs is available on the website, become an indicator of satisfaction (Bhattacherjee, 2001) in (Gao & Bai, 2014).
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