During the past two decades, customer satisfaction management has emerged as a strategic imperative for many organizations and has become a popular topic for managers, consultants and academics. Customer satisfaction measures the extent to which a product or service has reached expectations or how a product performed compared to an ideal (Johnson and Fornell 1991; Anderson, Fornell, & Lehmann 1994). Nowadays, the difficulty in correctly defining customer satisfaction is highlighted by previous publications, which provide several different definitions of the construct, without stating the superiority of one definition over another.