The other factor responsible for the varying levels of loyalty expressed by a customer is repeat patronage. Such attachments are dictated by two dimensions that are the extent of preference (the much conviction the customers has regarding the product or service) and the extent of perceived product differentiation (the ease with which the customer distinguishes the product or service from the others). Highest attachment is achieved when a buyer has that strong feeling of buying preference accompanied with a high level of perception regarding product differentiation (Griffin, 2005, cited in Web6).Satisfaction can be described as the wholesome attitude towards a product or service provider or that emotional reaction directed to the difference existing between what is expected by consumers or customers and what they actually receive in return towards the fulfilment of their need. It can also be defined as ones feelings of delight, excitement or displeasure brought as a result of comparing the perceived and the actual performance a product. It is that contentment one gets after fulfilling their desires, needs or expectations. Customer satisfaction is of great importance since it can be used as a measure of how customers are excited about products and services being offered by a store. Ensuring that customers are always happy is of benefit to any company. Such customers are most likely to remain loyal, increase their purchasing capability and recommend others to the business (Pearson 1996).Measure of customer satisfaction can be through questions which are paused to the customers which might include but not limited to, considering your experience of company Y, how can you rate your level of satisfaction in the scale of satisfied to dissatisfied? Other question could be, to what degree did company Y fulfill your expectations? (Frey & Oishi 1995)In order for customers to be loyal, there has to be satisfaction realised from their side. A part from the business owners, customers also need to uphold the continuing relationship with the company and its products. This is reflected by a collection of attitudes such as the intention to buy on a continuous basis of the initial or additional products from the company, willingness to refer other people to the company and commitment to the company that is not being easily convinced to abandon the company for its competitors (Malley & Patterson 2004).It has been noted
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Website: Mintel Access on 28/10/2012 http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=12818
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