TY - JOUR AB - Notes that the premiss of all efforts to achieve customer satisfaction is the basic assumption that customer satisfaction leads to customer loyalty. Although this thesis sounds reasonable, empirical studies indicate that satisfaction often is only a weak indicator of customer loyalty. This can partly be explained by shortcomings in satisfaction measurement. In applying unidimensional rating scales, it is assumed that customers who give the same satisfaction score also experience the same emotions, cognitions and intentions. This assumption is questionable, for satisfaction also has a qualitative dimension. Presents a qualitative satisfaction model, which results in five different qualitative satisfaction types with different patterns of emotions, cognitions and intentions. Results from an empirical study suggest that these satisfaction types imply different levels of the risk that even satisfied customers terminate a business relationship and switch to competitors. VL - 8 IS - 3 SN - 0956-4233 DO - 10.1108/09564239710185424 UR - https://doi.org/10.1108/09564239710185424 AU - Stauss Bernd AU - Neuhaus Patricia PY - 1997 Y1 - 1997/01/01 TI - The qualitative satisfaction model T2 - International Journal of Service Industry Management PB - MCB UP Ltd SP - 236 EP - 249 Y2 - 2024/04/26 ER -