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2 Theory of customer satisfaction

The objective of this chapter is to come to a deeper understanding of customer satisfaction. This chapter explores what can be understood of customer satisfaction, customer loyalty, customer retention, perceived values, complaints and corporate image. Interdependencies and antecedents of customer satisfaction subjects will lead to models and vice versa, this justifies studying the theory of customer satisfaction from different point of views.

  1. Literature study
  2. Literature research reflection

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