REDEFINING THE CONSTRUCT OF CUSTOMER SATISFACTION IN A MARKETING PERSPECTIVE

Abstract

The purpose of this research is to redefine the construct of customer satisfaction in a marketing perspectives. This research relies on qualitative approach and it is characterized by a comprehensive systematic literature review, and a thorough documentary analysis on the construct of customer satisfaction. The findings imply that there should be a consideration of customer satisfaction by marketers and other industry players. Customer satisfaction should be highly valued in marketing strategic decisions for companies to be competitive and performant.   To the best of the author’s knowledge, this research reveals how marketers and industry players should understand customer satisfaction and how it is important for companies’ success. Keywords: Customer Satisfaction, Marketing, Industry players, Companies.