Customer Happiness: The Role of Cognitive Dissonance and Customer Experience

Part of the Studies in Rhythm Engineering book series (SRE)


Creating a superior customer experience is a definitive means to customer happiness. The customer experience though must have meaning and context. However, when the delivered experience is at odds with the customer’s closely held beliefs and values, this creates cognitive dissonance, and instead of the happiness, it is supposed to generate, unhappiness and disengagement results. This chapter explores a unique perspective on cognitive dissonance, customer experience, their linkage and possible outcomes in order to drive customer happiness.


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© The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2021

Authors and Affiliations

  1. 1.PuneIndia

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