ABSTRACT
This chapter explains the different levels of customer satisfaction utilizing the Customer Satisfaction Development Model. It focuses on the theory of Cognitive Dissonance, and discusses how Contrast Theory and Assimilation Contrast Theory relate to Cognitive Dissonance. Some impressive research results and empirical values, coming from various fields, concerning the economic affect of customer satisfaction. Direct communication by the company via public media or private communication is a decisive factor with regard to the customer's expectations. Indirect communication includes word of mouth between friends and acquaintances, communication concerning a spectrum of service via independent media, or communication stemming from the competition regarding the same or a comparable company service. Homburg and Rudolph differentiate between the objective and subjective service. Variety seeking is the phenomenon whereby consumers display an inclination for change that traced back to a need for variety. The inclination has led to variety seeking being identified as an important factor in the description, prognosis, and control of consumer behavior.
