Satisfaction is an extremely subjective parameter that is influenced by many known and unknown customer factors. Basically, every action takes place with a certain expectation, be it the gathering of information, the purchase process, the use of the support or the first-time use of the product. If their expectations are met or even exceeded, the customer is satisfied and will most likely buy again and even recommend the company. However, if expectations are not met, the customer is dissatisfied. So far, so good.
However, the various factors that affect satisfaction are far more complex. On the one hand, previous buying experiences with other companies play a role, as do recommendations from friends and acquaintances. However, even more, important are the experiences that the customer has with a company. The gathering of experience begins with the first contact with a brand (e.g. through advertising) or with an online shop (e.g. with a Google search) and extends through the purchase process to the receiving and trying out of the products for the first time, and even beyond. The customer gathers impressions throughout their customer journey that have a positive or negative impact on customer satisfaction. The goal of a company should be to at least meet the expectations of its customers, or even better: to exceed them. This is exactly what ensures strong customer loyalty. In our guide to customer satisfaction, these factors are examined in more detail.