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. This would be the case if the choice criteria varied substantially between products. Especially in terms of expectations regarding service delivery repairs and availability of spar parts. Also we should not that a firm needs to develop its own satisfaction measures with its various Intermediaries and major suppliers (advertising agencies)

Developing a meaningful measure of customer satisfaction requires the merging of two kinds of measures.

Expectation Measures

Performance Measures

The expectation measure has to do with an understanding of the criteria used by customer to evaluate the quality of the firm's relation ship with them. Knowing the product/service attributes that constitute the customer's choice criteria used by customers to evaluate the quality of the firm's relation ship with them. Knowing the product/services attribute that constitutes the customer's choice criteria as well as the Relative importance of each should facilitate this task.

The performance measures, is concerned with how well the form is meeting the customers expectation on an individual attribute as well as an over all basis.

Thus, with the choice criteria of a cruise lines target market included such attributes as food, exercise facilities and entertainment then a performance measures would be developed for each.

EXPECTATION MEASURES

In most cases the individual's attributes on which satisfaction expectations are based multidimenonal. Thus it is necessary of obtain a measure for each dimension and then weigh the result by their relative importance to get an overall measure. Unless this is done, it is impossible to understand and the nature and scope of a consumer's expectancy rating and take corrective action. This is certainly the case with the cruise line attributes cited above food (selection/type/size of portion).Exercise facilities (avilibity /hours Open / type equipment presence of instructors) and entertainment.

PERFOMANCE MEASURES

These are measures of how well the company has met the customers expectation on a given attribute of course overall performance measures are meaningless unless they are compared with the appropriate customers expectation measure the result can be negative, when performance is less than expected satisfactory when it is at least as good as expected and positive when performance is better than expected.

Performance measures come in a variety of forms. The two most common are absolute measures and scaled measures as discussed earlier in connection with exception measures. Some company has factual data about its performance on a given variable it needs a customer rating since in the final analysis this is the once that matter. Where the perceived performance rating less than the factual performance (or) is considered unreasonable the firm should make every effort to the customers perception of the Situation.

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