Article from the Phys.org magazine state (based on International Journal of Research in Marketing) that customer satisfaction lies somewhere between pleasure and pain.
Murray and co-authors Remi Trudel of Boston University and June Cotte from the University of Western Ontario found that when it comes to our basic consumer motivations, how we experience a good or bad service experience or how we react to a superior or inferior product depends on whether we’re prone to seeking pleasure or avoiding pain. This translates into two groups who show very different levels of satisfaction for the same consumer experience.
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Soruce: Phys
