A Context Analysis of Customer satisfaction in Services

Abstract: The purpose of this thesis is to examine selected elements, which have influence on customer satisfaction in services. The investigation is conducted bot from a theoretical and empirical point of view. The theoretical analysis considers four dimensions. The first dimension is concerned with the service company's internal services, which have an indirect influence on the overall customer satisfaction. It focuses on internal services which involves an analysis of operations, processes, and activities which influence the behavior of employees within service companies, e.g. internal marketing decision making processes, management styles, communication patterns, empowerment, and employee motivation. The second dimension deals with the external value and therewith the relation between service providers and their customers. It focuses on issues of strategic service marketing relating to customer satisfaction, e.g. service marketing mix, service delivery, and service encounter. The third dimension takes the concept of service quality into account which corresponds to the level of customer satisfaction