Consumer satisfaction is one of the most widely investigated topics in marketing research. Yet, despite the huge research efforts invested in this area, what satisfaction really is, how it can be measured and improved, and how it impacts consumer behavior and firm performances remain unclear. This book presents the state-of-the-art in consumer satisfaction research and reports an empirical application of a new model, the Knowledge-Hope Model by Guido (2010), which promises to make a substantial contribution to the field. The application has been structured in two connected studies, following a procedure that is easily implementable by researchers, managers, and practitioners.