This research examines the emotion of surprise and its influence on consumer satisfaction. After having discussed the relevance of this particular marketing issue and the concepts of surprise and satisfaction, it is explained how the emotion of surprise is theoretically related to consumer satisfaction. Then, the general research methodology and the main results of the first part of the exploratory research - the goal of which was to define how best to measure surprise in studies on satisfaction – are then described. Finally the section on conclusion, discussion and contribution brings the paper to an end.
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Joëlle Vanhamme (2000) studied this question.