Consumer behaviour, Customer experience management, Business
2.1. Introduction Customer satisfaction is a wide area covering various aspects. This is a field which has been researched and discussed over years in various academic disciplines by various specialists. Some of the recently evolved concepts of customer satisfaction are customer intimacy, customer centric and customer focus. These factors are expected to deliver value to the company as well as the customers. (Christopher et al., 2002) This literature review is a comprehensive analysis of the concept of customer satisfaction in the light of research and findings of various authors in order to arrive at a findings based on the analysis of the existing literatures. The findings of the study will pave way for enhanced research in the field of customer satisfaction.