6533b7d6fe1ef96bd126638b

RESEARCH PRODUCT

Au-delà du Paradigme de "Disconfirmation" des Attentes : Quand le Lien Remplace le Bien

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Consumer satisfaction has been labeled a cornerstone of marketing on account of its significant strategic links with the firm's profitability. This paper presents a phenomenological investigation of consumer satisfaction. Our research is aimed at developing a supplementary approach to satisfaction and to compare it with the dominant paradigm so as to propose extensions while showing the limitations of the existing theory. The first section examines the conceptual aspects and the theoretical background of the process of satisfaction. On the basis of our results, the second section confirms that satisfaction could be conceptualized as a dynamic and sequential process. In addition our results highlight the importance of the social dimension in this process.