Improving customer satisfaction by analysing and managing customer perceptions

A customer's perception has an important impact on his or her satisfaction judgement. The way in which a customer perceives a service or a product provided by a company is very subjective, due to individual neurobiological structures and processes in his or her brain. The perception process is influenced by a variety of factors. That is to say there is a difference between the performance objectively provided by a company and the performance subjectively perceived by a customer. Therefore, how the objective performance by the company is received by a customer depends entirely on his or her perception process. So, for companies which are interested in high satisfaction levels it is important to take systematically the customer's perception process into consideration, e. g. when developing marketing measures.