Version 1.0, October 2026. 98 constructs in 18 families across 7 eras, with 18 imported theories below. Selecting a cell reveals its family, era, block, tier, and anchor works, each anchoring reference linking to the publisher’s page. Explore the 18 Family Deep Dives for granular sub-tables, or visit Resources to use the four interactive analytical tools.
Each cell: number, influence pips, block code, then symbol, construct, and anchor works
open frontier position
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Detached series · Theories imported from adjacent fields, each set near the families it feeds
Series
T
Imported Theories
7OUT
Es
Early Satisfaction
Family
9. Satisfaction and Loyalty (IV · Customer and Brand Assets)
Era
Period 1: Foundations, to 1969
Block
OUT · Outputs: performance
Tier
Major
Cell card
Description
Cardozo's experiment showed that customer satisfaction depends not only on the product but on the effort expended to obtain it and the expectations held, opening the study of satisfaction as a construct shaped by the buying experience.
Managerial Implications
Satisfaction depends on expectations as much as on performance, and effort invested by the customer raises what they expect. Manage expectations explicitly: overpromising in sales and advertising creates dissatisfaction even when the product performs well. Measure satisfaction relative to what was promised, and treat the gap between promise and delivery, not the absolute quality level, as the number to manage.
How to read. Down a column follows one research stream through time. Across a row shows what the field studied in an era. Color marks the strategy domain, after Morgan et al. (2019). Pips give an influence tier. Numbers run by era, then family. Placements, anchors, and tiers are editorial judgments, and anchors are entry points rather than a complete record of any stream. Anyone who uses or adapts this table is responsible for verifying its contents against the original works.
