Abstract
Ensuring customer satisfaction is an essential element of selling products and services. Research in pursuit of customer
experience has been conducted from the 1960s to the present day. Initially focusing only on tangible products, research is now
being conducted on services and intangible products as well. With the rise of word-of-mouth, customers are now able to view the
satisfaction levels of others. As a result, consumers and service providers have begun to think more deeply about customer
satisfaction, and these studies have attracted attention.
This study aims to focus on the basic research on customer satisfaction theory and how customer satisfaction research has been
conducted. Analysis and discussion of existing research areas show that the development of customer satisfaction research has
made it possible to pursue customer satisfaction in various types of industries and fields and to examine customer satisfaction
when providing services. However, some issues remain to be addressed, such as clarifying the definition of customer satisfaction
and enhancing research on customer dissatisfaction. Based on these issues, we plan to further improve customer satisfaction in
various industries and fields and to conduct further research on on-site satisfaction.
