Abstract

The present study was designed to replicate and to investigate the generalizability of the two-factor theory of consumer satisfaction/dissatisfaction suggested by Swan and Comb(1976) and Maddox(1981). For these purposes, the critical accident method of Herzberg(1957) was used and the objects were extended by adopting a service(restaurant) besides products(shose and clothing). The satisfaction/dissatisfaction experiences were collected from the 287 students with the critical accident method. The results show that some factors had strong relation to satisfaction, but other factors had relation to both satisfaction and dissatisfaction. The hypothsis that the different factors determine consumer satisfaction and dissatisfaction was partly supported. We interpreted these results as "the physical/primary factors affecting both satisfaction and dissatisfaction, but the psychological/secondary factors having no direct effects on dissatisfaction".