Literature review Example | Topics and Well Written Essays - 2500 words

Literature review Example This paper aims to analyze the literature available on the concept of customer satisfaction; hence it is divided into two major sections for the purpose of defining a flow. Initially a very concise review of the concept itself is provided, in light of the literature available, it is then extended to cover and analyze in detail the parallel notion of service quality which is often at times considered to be in correlation with customer satisfaction. The second section focuses on the specific service industry aspect of E-banking services, the service itself is explained and described, followed by an analysis with regards to service quality in the E-banking sector, and furthermore in order to narrow the case in focus, the service quality of E-banking in the Saudi Arabian banking sector is taken under consideration. All the analysis is in light of the literature available with regards to the topics under study. ... tion as a concept has occupied a unique position in marketing practice and research on part of the academia, since the initial research and study undertaken by Cardozo (Cardozo, 1965) on the topics of customer efforts, their expectations and most importantly their satisfaction. Regardless of the fact that the researchers and analysts around the globe have put in great effort and numerous attempts have been made at defining the notion of ‘customer satisfaction’ and its measurement, there still exists no consensus amongst them. Customer satisfaction is most commonly regarded as the post consumption feeling and the evaluation on part of the customer about a particular product of service (Gundersen, Heide and Olsson, 1996). It is a judgment based on evaluation of the pre-consumption expectations from a product/service and the performance of the product on that scale of perception according to the post-consumption experience (Oliver, 1980). The concept which is most widely ac cepted and related to customer satisfaction is the concept is the ‘expectancy disconfirmation theory’, this was a theory devised by Oliver who claimed that satisfaction level is the gap between the expectation and the actual performance of a product. ‘Satisfaction’, which is regarded as the ‘positive disconfirmation’, occurs when the product’s performance is better than the expectation, while on the contrary, when the performance is less than the expectation then it is termed ‘negative disconfirmation’, or in simple terminology as ‘dissatisfaction’ (McQuitty, Finn and Wiley, 2000). Studies throughout time have shown that customer satisfaction has a major impact on business results, and it has been claimed that customer satisfaction has a positive relation with business