Discussion
Which of the following is NOT true about consumer satisfaction ?
Answer: D
The statement that is NOT true is that consumer satisfaction is not different from consumer loyalty.
Satisfaction is a post-consumption judgement: a mild, positive emotional state that results from a cognitive appraisal of the consumption outcome. Options A, B and C describe it correctly.
Loyalty is a different construct, a deep commitment to rebuy a brand consistently. Satisfied customers may still switch, and loyalty involves repeat behaviour and attachment that satisfaction alone does not guarantee, so treating them as the same concept is wrong.
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