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    Defining Consumer Satisfaction

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    Manasav Manasa
    1) There is no consensus on a definition of consumer satisfaction despite extensive research on the topic. 2) Definitions of consumer satisfaction have emphasized it as either an evaluation process or an outcome of an evaluation process. 3) Process definitions are problematic because the satisfaction process is inconsistently defined and they overlap with determinative constructs, making the domain of consumer satisfaction unclear.

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    Defining Consumer Satisfaction

    Uploaded by

    Manasav Manasa
    12 views2 pages
    1) There is no consensus on a definition of consumer satisfaction despite extensive research on the topic. 2) Definitions of consumer satisfaction have emphasized it as either an evaluation process or an outcome of an evaluation process. 3) Process definitions are problematic because the satisfaction process is inconsistently defined and they overlap with determinative constructs, making the domain of consumer satisfaction unclear.

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    1) There is no consensus on a definition of consumer satisfaction despite extensive research on the topic. 2) Definitions of consumer satisfaction have emphasized it as either an evaluation process or an outcome of an evaluation process. 3) Process definitions are problematic because the satisfaction process is inconsistently defined and they overlap with determinative constructs, making the domain of consumer satisfaction unclear.

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    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    12 views2 pages

    Defining Consumer Satisfaction

    Uploaded by

    Manasav Manasa
    1) There is no consensus on a definition of consumer satisfaction despite extensive research on the topic. 2) Definitions of consumer satisfaction have emphasized it as either an evaluation process or an outcome of an evaluation process. 3) Process definitions are problematic because the satisfaction process is inconsistently defined and they overlap with determinative constructs, making the domain of consumer satisfaction unclear.

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    DEFINING CONSUMER SATISFACTION Despite extensive research in the years since Cardozos (1965) classic article, researchers have

    yet to develop a consensual definition of consumer satisfaction. Oliver (1997) addresses this definitional issue by paraphrasing the emotion literature, noting that "everyone knows what [satisfaction] is until asked to give a definition. Then it seems, nobody knows" (p. 13). Based on the perception that satisfaction has been defined, most research focuses on testing models of consumer satisfaction (e.g., Mano and Oliver 1993; Oliver 1993; Oliver and DeSarbo 1988; Spreng, MacKenzie, and Olshavsky 1996; Tse and Wilton 1988) while definitional considerations have received little attention. As a result, the literature is replete with different conceptual and operational definitions of consumer satisfaction (see Table 1). As Peterson and Wilson (1992) suggest, "Studies of customer satisfaction are perhaps best characterized by their lack of definitional and methodological standardization" (p. 62). A basic definitional inconsistency is evident by the debate of whether satisfaction is a process or an outcome (Yi 1990). More precisely, consumer satisfaction definitions have either emphasized an evaluation process (e.g., Fornell 1992; Hunt 1977; Oliver 1981) or a response to an evaluation process (e.g., Halstead, Hartman, and Schmidt 1994; Howard and Sheth 1969; Oliver 1997, 1981; Tse and Wilton 1988; Westbrook and Reilly 1983). From a general definition perspective, process definitions are problematic in that there is little consistency in the

    satisfaction process. From an operational perspective, process definitions are plagued by antecedent constructs included in the conceptual definition; thus, there is an overlap between the domains of the determinative process constructs and the consumer satisfaction construct.

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