Consumer satisfaction: criticism of traditional paradigm, presentation of the alternative

The main claim underlying this dissertation is that, academics who research consumer satisfaction depend heavily on their own subjective presumptions which may not be capable of reflecting the consumer?s reality. The perceptions and the evaluations of consumers which direct them to satisfaction/dissatisfaction may not be perceived and evaluated concurrently and this may result in bias on conclusions of satisfaction research. In line with this claim it is argued that, the phenomenon of consumer satisfaction can not be explored from the view of traditional paradigm which allows researchers to set their own presumptions. This proves that there exists a need of an alternative perspective. The purpose of this dissertation is exploring ?what really consumer dis/satisfaction is? and ?how consumers reach dis/satisfaction?. In order to explore the answers of these research questions, the method of ?grounded theory? which suggests concentrating on the embedded meaning of attendee narratives, is employed. Data have been obtained through four different data gathering techniques (nominal group technique, interview, diary, observation) which enable the observation of complete consumption process that comprising various perceptions and evaluations of consumers about consumption and their change. The main presumption of preceding satisfaction research, which stands within traditional paradigm, is that, presuming the standard(s) that consumers consider when evaluating the performance of product/service, is possible. However; effort of researchers for foreseeing the comparison standards that are considered by consumers for attribute?s performance evaluations may bring the risk that the standards accepted by researcher and the standards considered by consumer may mismatch. In order to avoid mentioned risk, a new approach which does not require any pre determined comparison standard, is suggested. Referring to this suggested new approach, the evaluation parameter of performance is not any pre-consumption standard which is determined by researcher. According to suggested new approach, the evaluation parameter of performance is the hindsight affect and cognition of consumer. If there exists no doubt on the sufficiency of consumption experience at the hindsight evaluation, then one may become satisfied but, if there exists any doubt about sufficiency of consumption experience, this may drive dissatisfaction. According to suggested new approach; satisfaction (dissatisfaction) is defined as, the absence (presence) of hindsight deprivation. The in/existence of hindsight deprivation may emerge free form dis/confirmation of any pre-consumption standard. With the purpose of determining the in/existence of any hindsight deprivation state of consumers?, the sentence frame suggested is: ?I wish, ?? were more???. This dissertation presents a new satisfaction `theory?, introduces an alternative `paradigm?, suggests a new ?item frame? for satisfaction scales. The uniqueness of these come from: their consideration within the ?dynamicinteractive? nature of consumption process, which contains both ?cognitive and affective? aspects; consideration of the consumers? ?active? role in satisfaction formation process and; purifying the research design from researchers presumptions about pre-consumption comparison standards while consumer evaluations are determined from their own point of view. Key words: (1)Consumer satisfaction, (2)paradigm, (3)theory development, (4)grounded theory, (5)diary, (6)observation, (7)nominal group technique, (8)interview.