In customer satisfaction, what does the term "expectations" refer to?

In customer satisfaction, "expectations" refer to the standards against which customers evaluate a good or service. This is critical because customers form their expectations based on various factors, including previous experiences, marketing messages, and peer recommendations. When a product or service meets or exceeds these expectations, it enhances customer satisfaction. Conversely, if the product or service falls short of these expectations, dissatisfaction arises.

The context behind this concept is that customer expectations create a benchmark for performance. They shape how customers perceive the quality and value of what they receive, driving their satisfaction levels. Therefore, understanding and managing these expectations is essential for businesses to foster loyalty and repeat patronage.

While delivery timelines, product features, and emotions certainly play important roles in the overall customer experience, these aspects do not encapsulate the broader definition of "expectations" in the context of customer satisfaction.