The theory of customer satisfaction

The theory of customer satisfaction originated in the 1970s and was put forward by Oliver and other scholars in 1970. According to Oliver and other scholars, customers' psychological satisfaction degree is called customer satisfaction or psychological response after comparing their feelings after purchasing goods and services with their expectations of purchasing goods and services. From 1970 to 1980, scholars Oliver, Churchil, Suyrenant, Folkes and others published works successively, believing that satisfaction is a subjective emotional reaction of customers when they use products, and the gap between actual feelings and expectations. Whether consumers are treated fairly in the process of consumption, that is, whether their efforts and returns are equal, determines the customer satisfaction. It should be said that the customer satisfaction strategy was recognized throughout the world during this period.