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The expectations-disconfirmation paradigm provides the most popular explanation of consumer satisfaction. However, and as is occasionally noted, if a customer experiences disconfirmation after consuming a product, future expectations regarding the product should be revised toward the performance perceived by the customer. If expectations do not change in the face of disconfirmation, the implication would be that the customer did not learn from their consumption experience. Assuming that a customer will learn from experience, then decreasing levels of disconfirmation should affect customer satisfaction. For example, if a customer is surprised by an excellent service experience he or she will be satisfied. Yet the customer now has higher expectations for the service the next time it is purchased. If product performance is consistent, the degree of disconfirmation will diminish regardless of whether the revised expectations are exceeded or just met. If disconfirmation is the best predictor of satisfaction, then satisfaction should vary directly with disconfirmation to a steady state level, despite increasing expectations. A longitudinal approach to the antecedents of consumer satisfaction logically implies the hypothesis of systematicall