Connotation of hard-to-please consumers who become less forgiving of service quality becomes a debate between a consumer’s outlook and that of a supplier’s standpoint. Perception mismatch happens when either supplier or customer may not have totally or clearly identified the satisfaction criteria beforehand. Consumers may end up buying something that they no longer need, or something they thought would function the other way around as enticed by packaging or promotional programs. Regret as the outcome of impulse buying or unclear buying criteria is naturally expected. Suppliers may also introduce products that are of trial acceptance testing if prior identification of needs and wants is deficient.
To identify the various customer’s satisfaction key indicators and level of importance, this study focused on five products (Cell phones, Beauty Products, Vegetables, Housing, Fastfood) and four service providers (Internet Shops, Schools, Beauty Shops, Banks). Production processes were disregarded and the areas randomly surveyed from varied respondents (30 samples each) were: Importance to Customers (Customers’ Priorities); Customers’ Perception of suppliers’ performance; and Customers’ knowledge of the nature of the Product or Service.