Customer Satisfaction, Assessment, Intentions and Outcome Behaviors of Dyadic Service Encounters: A Conceyfual Model

Abstract

Customer satisfaction is rated among the top goals of most organizations today. Yet, whilst it is acknowledged that customer satisfaction is important, and more and more firms are understanding the importance of building and maintaining good customer-service provider relationships in order to achieve a high level of customer satisfaction, many firms do not understand how customers arrive at outcomes, oor the interrelationships between the variables which influence these outcomes. This paper presents an integrated conceptual model, showing the interrelationships between these importance variables in a dyadic service encounter setting. In building this mode~ the paper draws from a range of concepts and models, principally from consumer behavior, services marketing and social psychology.