The literature has taken two approaches to operationalizing satisfaction.
The first sees consumer satisfaction as the bipolar opposite of dissatisfaction
(Mittal et al., 1999). This view is based on the assumption that customer
satisfaction takes a value in a single dimension between “high” and “low”
satisfaction. The other operationalization sees consumer satisfaction and
dissatisfaction as two different dimensions, measured by using unipolar
satisfaction and unipolar dissatisfaction measures (Westbrook and Oliver,
1991).