Abstract
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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Pillai, A.V. (2021). Customer Happiness: The Role of Cognitive Dissonance and Customer Experience. In: Dutta, T., Mandal, M.K. (eds) Consumer Happiness: Multiple Perspectives. Studies in Rhythm Engineering. Springer, Singapore. https://doi.org/10.1007/978-981-33-6374-8_7
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DOI: https://doi.org/10.1007/978-981-33-6374-8_7
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