“If Cadotte and Turgeon's findings are confirmed by other studies, we might indeed revise the prevailing theory about the nature of customer satisfaction/dissatisfaction and reject the notion that satisfaction and dissatisfaction are two extremes on one continuum. Instead, we might accept a modification of a theory that was advanced some years ago on the subject of job satisfaction. In this theory, Herzberg et al. (1959) proposed that job satisfaction and dissatisfaction are two extremes on two continua.” Pizam and Ellis (1999; p. 332).