Abstract

Customer satisfaction is a primary marketing construct in the last three decades In the past it was unpopular and unaccepted concept because companies thought it was more important to gain new customers than retain the existing once 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 This review examines with the variety of literature support the relationship of variables with respect to customer satisfaction To broaden and make possible further studies contextually and empirically a mind-map is presented to show how these relationship variables relate to customers satisfaction This would improve the studies related to customer satisfaction in particular