Review of literature

Customer Satisfaction

Customer satisfaction has been a fundamental marketing construct in the last three decades.
Customer satisfaction, a term frequently used in marketing, is a measure of how products and
services supplied by a company meet or surpass customer expectation. Customer satisfaction
is defined as "the number of customers, or percentage of total customers, whose reported
experience with a firm, its products, or its services (ratings) exceeds specified satisfaction
goals.

In the past, it was unpopular and unaccepted concept because companies thought it was more
important to gain new customers than retain the existing ones. However, in this present
decade, companies have gained better understanding of the importance of customer
satisfaction (especially service producing companies) and adopted it as a high priority
operational goal.

People in India are becoming busy day by day and more professional than before. They need
to share more information to each other because demography has changed due to the era of
globalization. Mobile phone has introduced a tremendous change in the communication
sector in our country. It has changed the communication structure also.
People in various occupations and income levels are using mobile phone intensively for their
occupational purpose and personal purpose as well.

Customer satisfaction is an abstract concept and involves such factors as the quality of the
product, the quality of service provided, the atmosphere of the location where the product or
service is purchased, and the price of the product or service.
Businesses often use customer satisfaction surveys to