INTRODUCTION
Customer satisfaction has been widely accepted as an important issue for many
marketing managers. It is commonly used as a marketing benchmark of a
company's performance (Bennett & Rundle -Thiele, 2004). Furthermore, it is
generally believed that a satisfied customer is more likely to display loyalty
behavior, i.e. repeat purchase and willingness to give positive word of mouth
(Taylor, 1998; Bennett & Rundle -Thiele, 2004; Schultz, 2005). Although this is
the case, Taylor (1998) stated that "companies began to notice that they often
were losing customers despite high satisfaction" (p. 41).