TFrame
TFrame
TFrame
The definition of Zeithaml & Bitner (2003, p. 86) is slightly different from
that of Thomassen: “Satisfaction is the consumer fulfilment response. It is
a judgement that a product or service feature, or the product of service
itself, provides a pleasurable level of consumption-related fulfilment.” The
emphasis of Zeithaml & Bitner is thus on obtaining a certain satisfaction in
relation to purchasing.
The definition of Thomassen will be used in the current study, given the
importance of perception. This meshes well with the offerings of company
X, which fall into the luxury category. Although Zeithaml & Bitner (like
Thomassen) say that customer satisfaction is a reaction to the experience
gained and focus on a certain satisfaction, there is no distinction between
conscious and unconscious comparisons in their definition. Company X
claims in its mission statement (see Chapter 1) that it wants to sell not only
a product, but also a feeling; as a result, unconscious comparison will play
an important role. The definition of Thomassen is therefore more relevant
to the current study.
Of course, you could analyze the concepts more thoroughly and compare
additional definitions to each other. You could also discuss the theories and ideas
of key authors in greater detail and provide several models to illustrate different
concepts.
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