There are many definitions given to the term customer satisfaction with one early given stresses on cognitive process. More recently, consumer satisfaction paradigm research hasgone beyond cognitively toned formulations to recognise the affective nature of satisfactionwith Tse and Wilton (1988, p. 204) defining it as“consumer’s response to the evaluation of the perceived discrepancy between prior expectation and the actual performance of the product as perceived after its consumption”. While other variations of the definition of customer satisfaction have been presented by scholars, most of the definitions agree that satisfaction is a complex human process, involving cognitive, affective and other undiscovered psychological and physiological dynamics (Bhattacharya & Singh, 2008).