الفهرس 
Chapter One: Overview and General Framework of The StudyOnly 14 pages are availabe for public view
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Abstract
Today’s competitive marketplace, being driven by highly demanding consumers, short lived product life cycles and more frequent innovations especially in technological gadgets and consumer electronics, makes the quest for a competitive advantage through customer satisfaction and retention a challenging task for many firms. The marketing task doesn’t cease once the sale has been made; the buyer will evaluate the selected alternative and the result is likely to determine his degree of satisfaction (Blackwell, Angel, and Miniard, 1990). Thus, products are only means to an end. This end is the attainment of certain goals which are achieved only through a satisfactory consumption experience (William, 1986, p.531). Satisfaction assessment is very important since, it has a direct impact on consumer’s post-purchase intentions which are of a great importance to marketers. Satisfaction is thus considered as a central mediator of post-purchase behavior (Oliver, 1980). It links pre-purchase expectations to post-purchase cognitive appraisals, consumer communication, and repurchase behavior.
The post-purchase evaluation process involves an affective component as well as some cognitive activities (Westbrook, 1987). A variety of positive and negative affective responses are likely to arise but they are relatively independent dimensions; i.e. product usage can occur with both negative and positive feelings (joy and anger) and here, appears the paradoxical nature of using technological products (Hawkins, Best, and Coney 1980, p.561). The problem of product failure is severe with technological products since, they provide large promises which cause consumers to form some optimistic pictures of their future. These large promises may leave consumers angry when products fail. Furthermore, mastering knowledge and understanding of how to use such products, makes consumers highly anxious if they fail to derive their satisfaction as a result of failure. Stress research on negative consumption experience was virtually ignored by consumer researchers, which presents conceptual and theoretical underpinnings of stress research (Westbrook, 1987). Little research work has examined coping behavior as an alternative response style that consumers can employ to overcome negative affect and that is what the current research is trying to overcome.