Prologue -- WHAT IS SATISFACTION? -- What is customer satisfaction? -- BASIC SATISFACTION MECHANISMS -- The performance of attributes, features, and dimensions -- Expectations and related comparative standards -- The expectancy disconfirmation model of satisfaction -- ALTERNATIVE AND SUPPLEMENTARY COMPARATIVE OPERATORS -- Need fulfillment in a consumer satisfaction context -- Quality: The object of desire -- Equity: How consumers interpret fairness -- Regret and hindsight: What might have been and what I knew would be -- SATISFACTION PROCESSES AND MECHANISMS -- Cognitive dissonance: Fears of what the future will bring -- Why did it happen? Attribution in the satisfaction process -- Emotional expression in the satisfaction response -- Developing a model of consumption processing -- SATISFACTION'S CONSEQUENCES: WHAT HAPPENS NEXT? -- After satisfaction: The short run consequences -- Loyalty and profit: Long-term effects of satisfaction -- Index.