Consumer satisfaction as a process

Abstract Consumer satisfaction has been defined as an objective or subjective state variable. This paper presents an emerging view where satisfaction is construed as a subjective process of consumption experience. We examine studies that have explicitly or implicitly explored the conceptual and empirical domain of satisfaction as a multidimensional process of interactions among mental and overt behavior activities unfolding after purchase over time. Using a dynamic, six‐dimension process framework we integrate previous, seemingly disjoint research efforts, and derive related research propositions. Issues in researching satisfaction as a process are also discussed.