A theoretical mise-en-scène of the specificity of consumer satisfaction

To a large extent, the activity of the enterprise and its place in the competitive struggle depends on consumer satisfaction. In order to achieve maximum customer satisfaction, the management team of the enterprise should perceive it as a theory for strengthening the image of the enterprise, as an engine for meeting consumer expectations and striving to achieve consumer loyalty by meeting and solving the complaints that have arisen. The relevance of the present study is directly dependent on the satisfaction of users for the implementation of the main business goals of the enterprise. In the context of the issues considered in this way, the main goal of the present work is the construction of a theoretical mise-en-scene related to the author’s views on the essence of consumer satisfaction and on the thus constructed pedestal to present the various models of consumer satisfaction. In order to achieve the main goal thus set, the following approaches should be applied: systemic and systemic-situational approach; inductive and deductive approach; approach of transformations, internal and external analyses. The use of strategic methods, comparative methods, methods of analogy, including a combination of them, acquires significance. As a result of the conducted theoretical study, it was concluded that the application of each of the models of user satisfaction creates a prerequisite for the formation of positive consequences for the enterprise, including: increase in sales; reducing marketing costs; correcting risks for the enterprise; balancing price elasticity; strengthening the company’s position in the market niche in which it operates; improving the image of the enterprise. The emergence of a number of questions related to how customer satisfaction affects the company’s activity, causes the current research interest.