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Abstract
Worldwide business-to-consumer (B2C) sales will touch $1.92 trillion. Everyday companies are adopting newer communication and information technologies to maintain and enhance their performances. Attracting new customers is challenging task in this competitive environment, therefore retaining existing customers is extremely important for survival. Studies have found that higher customer satisfaction translates into higher future profits, repeat purchase and positive word of mouth. As a result, marketers and researchers consider satisfaction as an important practical and theoretical issue. There have been many studies which decipher satisfaction and its interrelationship with other concepts. This paper integrates these diverse studies to provide a conceptual basis for understanding existing research.
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