Customer satisfaction is the priority of every company and organization that operates in the context of current markets and, quoting Kotler, the satisfaction refers to “the state of mind of the person who receives a service that correspond to his expectations.”
Customer expectations are those standards and those reference points that consumers carry with them in the experience of service. The sources of these expectations include both factors controlled by the company (price, advertising, commercial promises) and external factors (innate personal needs, word of mouth, competitors proposals, lived experience) .
How to bridge this gap then? First, ensure good service means match or exceed the expectations of consumers, this means that the quality of service, as perceived by customers, can be defined as “the gap between the expectations or desires of customers and their perceptions”.
When the service is better than the expectations the customer is satisfied, most likely he will remain loyal to the company and will push others to make use of the same product / service. If the quality of service is below expectations, the customer will be disappointed and, almost certainly, will not buy from the same company and will inform his acquaintances of his negative experience and suggesting them not to buy from the same company. When the service meets the expectations of consumers, they are not surprised by the service received, they consider it normal and, in this position, competitors can more easily conquer them.