ABSTRACT
A satisfied customer is one who is loyal: who comes back to buy again and again, whether price increases or not. The character of Walter White on Breaking Bad used exactly this logic to measure his success at creating loyal consumers of his product: crystal meth. Over the last decade, a significant shift has occurred both in the academic study of customer satisfaction and in marketing practice. Millennials in particular demonstrate a decreased focus on stuff-from owning cars to buying houses-and tend to save that money in order to save income for experiences. As a result, marketers have increasingly targeted millennials with experience offerings rather than products. Consumers enjoying experiences does not necessarily equate to increased life satisfaction-Walter White's customers enjoyed their meth. But research has documented the many benefits of experiences for consumer wellbeing. Experiences offer just one example of an alignment between customer satisfaction and life satisfaction.
