Consumer Satisfaction: Major Influences and Eras
Keywords:
Consumer SatisfactionAbstract
Consumer satisfaction has become a cornerstone of modern marketing strategy, reflecting the focus on customer-centricity. The Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior (JCSDCB) has played a pivotal role in shaping satisfaction research. This paper traces the historical evolution of consumer satisfaction research, highlighting key milestones, frameworks, and methodological advancements. From the emergence of the Expectancy Disconfirmation Paradigm to the incorporation of emotions and perceived value, the JCS/D&CB has made significant contributions to understanding the nuances of post-consumption decision-making and the impact of cultural, social, and psychological factors on satisfaction. The paper concludes with an analysis of the JCS/D&CB’s contributions to the field.
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