Customer satisfaction in liminal times: exploring the role of disruptions

Customer satisfaction continues to be central to service providers. This research explores a novel perspective of interpreting customer satisfaction through the lens of liminality, using the COVID-19 pandemic as an example of a global liminal state. Drawing on real and longitudinal customer satisfaction data from a Finnish hotel chain, we reveal how liminal conditions influence customers’ perceptions of satisfaction. Analyzing quantitative and qualitative data, we identify key themes that shape satisfaction during times of liminality, including perceived safety, employee behavior, and quality and value. Based on the findings, we infer three new dimensions – procedural, prosocial, and contextual – that extend the traditional understanding of customer satisfaction. This framework integrates these new dimensions alongside established satisfaction elements, offering a more comprehensive perspective on customer satisfaction during disruptions. This framework provides a structured approach for service providers to manage disruptions and sustain customer satisfaction through targeted interventions. Specifically, providers can focus on procedural adjustments like staff transparency, prosocial interventions that encourage customer contribution and support, and contextual adaptations that ensure a safe and transparent atmosphere. This study advances theoretical understanding of customer satisfaction in transitional contexts by introducing a framework for periods of uncertainty, with practical implications for service management.