Much research has focused on identifying the dimensions of service quality based on the assumption that each dimension contributes equally to customer satisfaction and dissatisfaction. Limited study has been done to investigate whether separate factors may act as satisfiers and dissatisfiers. This paper examines the issue using a sample of critical incidents collected from Malaysian consumers across a broad range of service industries. It was found that the determinants of satisfaction and dissatisfaction need not be the same. The type of service industry is also significantly associated with the nature of the service encounter. Results suggest that different service quality dimensions are important in affecting customer satisfaction depending on the type of service industry. The similarity of the findings with previous studies raises the possibility of a generic dimension to service satisfiers and dissatisfiers across different industries and cultures.
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