CHAPTER ONE
INTRODUCTION
1.1 Background to Study
There is little exaggeration in the claim that consumers are to a financial company, what the church is to medieval civilization. In this era of alternative time intervals customer satisfaction has become an important variable in the provision of services. This explains why the psychology of consumers had a profound influence on the behavior of service providers; even those who enjoy a state monopoly often try to see the consumer as king. Although there is little or no competition in the electricity supply, effective monitoring of customer satisfaction is a prerequisite for the recovery of market competition and the acceptance of its customers (Cardozo, 2015). The available evidence shows that, despite the huge public investment in the energy sector, the PHCN is not better for the client. The industry players have attributed the poor performance of the sector in the grouping of the sector and, therefore, called for disaggregation. Others have attributed to the benefit of the state monopoly, and therefore privatization is called. In response to the clarification requests the government was not only disaggregated but also privatized.
Throughout the world, customer satisfaction has become a real instrument to measure the performance and relevance of the organization. This explains why in many countries the customer satisfaction (International Regulatory and Control Systems) has been established. The level of customer satisfaction is established for trade, commerce and industry from the point of view of consumers as the measure of consumers in terms of loyalty and acceptance of the manufacturer. In the United States, for example, we have the American Customer Satisfaction Index (ACSI), while in Sweden, the Swedish Customer Satisfaction Index (SCSI) has. In Europe we have a European customer satisfaction index (LIC). In today’s changing world economy is more difficult than in the past to do business. Today’s smart companies must transform their marketing and commercial strategies and transform in order to remain competitive. Customers in almost all product categories have a large selection; Due to this wide range, customers prefer only the companies that best meet their expectations. Most successful companies of today are those who are more beneficial and offer quality service to their target customers (Kotler, 2014).
Customer satisfaction shows the past, present and future performance of a company; Therefore, it is a critical approach has always been both the marketing academics as well as professionals (Oliver, 2014). Over the past two decades, more than 15,000 science and commerce articles were published on customer satisfaction, since it is inevitable for the economy (Peterson and Wilson, 2012). Higher customer satisfaction will result in average market share growth, improve customer loyalty, higher profitability and lower transaction costs (Buzzell and Gale, 2014, Fornell, 2012, Gale, 2012, Hallowell, 2016 Jacobson and Aaker, 2013). Anderson, Fornell and Lehmann (2014) found a relationship between customer satisfaction and profitability. Customer satisfaction was also largely associated with the intention to repurchase and willing, the company recommends (Anderson and Sullivan, 2013, Cronin and Taylor, 2012, Parasuraman, Zeithaml and Berry, 2013, Reichhel, 2016, Verhoef, Franses and Hoekstra, 2013; Zeithaml, Berry and Parasuraman, 2016).