This research investigates the specific influence of the emotion of
surprise on customer transaction-specific satisfaction. Four empirical
studies-two field studies (a diary study and a cross section survey)
and two experiments-were conducted. The results show that surprise
positively [negatively] influences satisfaction directly and
indirectly (via the amplification of positive [negative] emotions),
even when disconfirmation is taken into account in the model. The
amplification property of surprise and the How-do-I-feel-about-it?
heuristic are believed to explain this influence. Some results also
show that surprised customers display higher levels of satisfaction
and dissatisfaction than non surprised customers
