have strong evidence for unidimensionality, reliability, convergent discriminant, and criterion-related validities.
D. Customer Satisfaction
The basic purpose of a business is able to create customer satisfaction, because if the customer satisfaction can be created then this will bring some
benefits to customers and also business people. Among the relationship between consumers and companies become harmonious, providing a good basis for re-
purchase, forming a recommendation by word of mouth and ultimately consumers will become loyal to the company. General understanding of consumer
satisfaction or dissatisfaction is the result of the differences between consumer expectations with performance that is perceived by the consumer.
Customer satisfaction is an output, resulting from the comparison of the consumer after making a purchase from an expectation of performance with actual
performance and the emergence of cost Churchill and Surprenant, 1982 in Aydin, Özer and Orasil, 2005. The theory of customer satisfaction used in two different
ways of transaction and general Yi, 1991 in Aydin, Özer and Orasil, 2005. The concept of special transactions associated with customer satisfaction as a form of
judgments made after a specific purchase goal. Customer satisfaction refers to the assessment of overall consumer to a brand, based on attendance and experience
Johnson and Fornell, 1991 in Aydin, Özer and Orasil, 2005. In fact, all forms of satisfaction is seen as a function of the entire satisfaction of certain transactions
Jones and Suh, 2000 in Aydin, Özer and Orasil, 2005.
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Customer satisfaction as a whole represent all forms of evaluation which is based on the total purchases and consumer experiences with products or services
within a given time. Is where the satisfaction of the special transaction will provide a diagnostic information about a particular product or service delivery, a
whole satisfaction is more a measurement of a base of experience with companies in the past, present and future performance Anderson, 1994 in Aydin, Özer and
Orasil, 2005. This is because the consumers’ conducts repurchase evaluations and decisions based on the purchase and consumption of existing experience, not
only on a particular transaction or episode Johnson, et al, 2001, p. 219 in Aydin, Özer and Orasil, 2005.
Customer satisfaction is very dependent on the views and expectations of the consumer or the consumer itself. Needs and desires are perceived by
consumers when purchasing a product or service, past experience when using the product or service, as well as the experiences of colleagues, friends, or relatives
who have used these products or services, and also advertising, can said to be the factors that can provide a very important influence on the views and expectations
of consumers when buying a product or service. Of the several explanations that exist about the customer satisfaction that has been researched and defined by
experts marketing, it can be concluded that customer satisfaction is a response to consumer behavior that can be viewed in full purchasing evaluation form to a
product or service that he felt product performance compared with consumers. From the above definition can be concluded that customer satisfaction is a feeling
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of pleasure or disappointment resulting from comparing one product display in relation to expectations.
E. The Effect of Satisfied and Dissatisfied Customer
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