Standard Article

Customer Satisfaction/Dissatisfaction

Part 1. Marketing Strategy

  1. Steven P. Brown,
  2. William Zahn

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem01016

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Brown, S. P. and Zahn, W. 2010. Customer Satisfaction/Dissatisfaction. Wiley International Encyclopedia of Marketing. 1.

Author Information

  1. University of Houston, Houston, TX, USA

Publication History

  1. Published Online: 15 DEC 2010


Customer satisfaction constitutes the conceptual centerpiece of marketing thought and practice. Research on customer satisfaction is briefly reviewed from three distinct perspectives: the philosophical, the psychological, and the managerial. From the philosophical perspective, customer satisfaction is seen as the fundamental objective and purpose of a business. The psychological perspective has been dominated by the disconfirmation of expectations paradigm, and a broadened conceptual framework for psychological models of satisfaction is needed. From the managerial perspective, customer satisfaction is seen as a fundamental requirement for realizing the benefits of retaining current customers. Managerial research on customer satisfaction has demonstrated linkages with an array of financial performance metrics and provided validation for the philosophical idea that delivering satisfaction is the fundamental purpose of a business.


  • customer satisfaction;
  • customer orientation;
  • market orientation;
  • expectancy disconfirmation;
  • customer experience;
  • customer loyalty