Satisfied Customers are the Best Ads: Investigating some of the Antecedents and Consequences of Customer Satisfaction

Abstract

Customer satisfaction is a major concern for the marketing personnel; particularly, in services in sector. In this regard, this study aims to explore the relationship between antecedents and outcomes of customer satisfaction in the context of personal computer market segment. For the purpose of data collection, we used a convenience sampling technique and 150 regular customers of Dell were included in the sample size. Regression analysis techniques were used for the evaluation of the relationship between the antecedents (i.e., services quality, price, and customer loyalty) and the consequences (i.e., customer perception, customer retention, customer complaining) of customer satisfaction. Research findings of the study suggest that there is a significant positive association between service quality and customer satisfaction. However, our results invalidate the relationship among price and customer satisfaction. The results for all other variables are the same. The findings of our study can be beneficial for organizations of the both sectors, i.e., production and services sector to take a stock of the factors affecting customer satisfaction. The findings of this study can be used for increasing the performance of organizations with respect to quality and quantity according to the perceptions of customers.