1. Customer perception
Perception means to take information about the enviournment.is called perception. (For example when a customer purchase the product so what customer perceive about the product). perception may also be positive and negative.

2. Satisfaction vs service quality
Satisfaction depends the service quality. if customer can satisfy about the product services so it take satisfaction .satisfaction depend the the product Reliability, product quality,price,and situation factor such as weather condition.

3. Customer satisfation
Satisfaction is the consumer fulfillment response. It is a judgment that a product and service feature, provide a pleasurable level of consumption related fulfillment.satisfation is the customer evaluation of a product and service in term of whether that product or service has met the customer need and expectation.

4. What determines customer satisfation.
Satisfaction can be base on the following things.
(1).product and services quality
Product and services quality can also provide satisfaction to the customer. If feature and services can fulfill the need and wants of the customer.

5. (2)
Consumer emotion can also affect their perception of satisfaction with product and service. For example mood state.

6. Service quality
Service quality is a critical element of customer perception. In the case of excellent services quality customer can perceive it positive, or in the case of negative perception customer can be switch off, and turn to the competitor product.

7. Dimension of service quality
(1)Reliability
To perform the promised service accurately.
(2)Responsiveness.
Willingness to help customer and provide service to customer.
(3)assuranse.
Employee knowledge and its ability to inspire trust and confidence.

8. Con………. (4)Tangibles Provide physical facility equipment. (5)Empathy
Carring,individual attention given to customer.

9. Service encounters
Service encounter can build customer perception. For which customer interacts with service firm. For example services encounter that hotel customer experience are checking into the hotel, being taken to a room, also eating a restaurant food.)so all these services can encounter by customer to satisfy our self and also willingness to do business with organization again.

10. Types of services encounter
(1)Remote encounter
Remote encounter means when customer can take services without any direct human contact(such as when a customer interact with a bank through the ATM system

11. (2)
Phone encounter
Many organization can used telecommunication system to encounter customer perception such organization as manufacturing companies as well as insurance company.

12. (3)Face to face encounter
Face to face encounter means that employee and customer can meet directly. such as patients and doctor.

13. THE END OF THE CHAPTER