a) Customer emotions:
Customer emotions can also influence their perception of a particular product or service for
instance, when a customer is in bad mood, the negative feelings may carry over into how the
customer respond to products or services which may cause the customer to overreact or respond
negatively to a small problem. Positive emotions such as happiness, pleasure, elation and warm-
heatedness enhance customer satisfaction, while negative emotions such as sadness, sorrow,
and anger leads to customer dissatisfaction.
b) Perception of equality and fairness
Customer satisfaction is influenced by perceptions of equity and fairness, for instance, customers
ask themselves whether they have been treated fairly compared with other customers, whether
other customers were given better treatment, whether prices were equal to others, among other
questions.
c) Other customers, family members, friends and co-workers
Customer satisfaction is also influenced by other people, for example satisfaction with a
particular hotel is influenced by the reactions and expressions of individual family members of
friend including co-workers. What family members, friends and co-workers express in terms of
satisfaction or dissatisfaction with the hotel service will be influenced by stories that are narrated
among the group and even selective memories of events. Therefore customer satisfaction is
influenced by individuals personal experiences as well as by what others say about it.
d) Product and service features
Customer satisfaction with a product or service is influenced by the customers’ perception of the
product or service features. A bank for instance, has important features such as speed, courtesy
of staff, appropriateness of technology and so forth. It is important to know he key features that
determine quality.
NatalieR answered the question on May 9, 2022 at 12:33