Satisfaction- A behavioral perspective on consumer: Review, criticism and contribution

2014 IJRSM – Volume 3 Issue 1


Ameer, Irfan*
Turku School of Economics, University of Turku, Finland (


This paper is review of a classic marketing book (Oliver, R. L. 1996. Satisfaction: A behavioral perspective on consumer. New York: Printce Hill). Oliver’s book is an advanced level book specially designed for advanced masters and doctoral students and researchers of marketing. This book can be followed in the course of consumer behavior and customer satisfaction. It almost covers all important psychological aspects related to consumer in the formation of satisfaction and applicable to both product and service consumers. First, this review summaries this book. Second, review presents the main criticism on this book followed by its contribution and impact on recent research.

Keywords: satisfaction; consumer behavior; post consumption behavior; marketing; social science



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