The role of expectation, performance, and other elements Essay

The role of expectation, performance, and other elements - Essay Example As the primary research is to be conducted in two parts, the objectives for the different parts will differ from each other. At the first stage, a preliminary research is to be conducted that will endeavor to present a list of factors that go into making of customer expectations as quoted by the surveyed marketing managers. In the second stage, the survey is undertaken to collect the data on how the different people develop their expectations, and satisfaction. Customer satisfaction has gained prominence in the marketing literature as well as in marketing practice due to its impact on customer retention and long term revenue streams. Owing to the importance of customer satisfaction, there has been considerable effort made in researching the antecedent conditions of the same. Since very early times of developing the marketing literature, customer expectations have been considered as an important aspect of customer satisfaction