The Influence of Customers' Satisfaction Factors on their Behaviour in Co-creating a Company's Services

Abstract

This paper deals with the influence of customer satisfaction factors on customers' behaviour in co-creating a company's services. It has recently become one of the most interesting marketing topics. Additionally, since the field under study is also a new service in the consumer market, that is, self-service laundries, then this is an unexplored area of application of this theory in this new sector of services. In self-service laundries, the customers are largely involved in providing/receiving the service from the principle of this type of business; that is, the customers wash and dry the delivered laundry themselves. At the same time, their satisfaction with the service provided and related recommendations to potential customers, the assistance that they give to other customers and the provision of feedback to the company to aid the further improvement of its services play a substantial role here. Linking customer satisfaction measurement theory and consumer behaviour the- ory can show which service factors have a greater or lesser influence on customer satisfaction and demon- strate the link between customers' satisfaction and their willingness to participate in the firm's services. The results show which service factors influence customer satisfaction and identify a link between customers' satisfaction and their willingness to participate in a company's services.