How will exceeding customer expectations impact on the behavior of
customers of your chosen organization?
Exceeding customer expectation is very critical in business because it increases the level of customer loyalty and satisfaction. According to expectations confirmation theory, post-purchase satisfaction is critical in increasing the level of customer loyalty. Therefore, exceeding customer’s expectation implies that the buyer is happy and he will come again and again to purchase the product from a company such as Apple. The customer will not opt to buy from any other company except Apple because he saves time, gets value for money and gains higher levels of satisfaction from every purchase.