In past decades consumer satisfaction has not been an intense focus of consumer behaviour research. Once products were purchased, producers adopted an 'out of sight, out of mind' approach to marketing. In the recent post-decision period, a whole new field of consumer behaviour science has opened up investigating such things as consumer decision-making dissonance and product disposal. A keen understanding of consumer satisfaction has become increasingly important as businesses take into consideration such factors as client loyalty and word-of-mouth exposure. …
