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<p>This article synthesizes five and a half decades of work (1970–2025) on satisfaction and dissatisfaction among elderly consumers through a systematic review conducted in adherence to PRISMA 2020 with a predefined review protocol, independent duplicate screening and data extraction, a qualitative risk of bias appraisal, and a GRADE assessment of evidence certainty of studies published in 100 peer-reviewed journals in marketing, retailing, and consumer behavior. We frame satisfaction (dissatisfaction) as the positive (negative) evaluation that arises when the perceived gap between expectations and desires and the actual consumption experience is favorable (unfavorable). Six business-relevant themes emerge. On the satisfaction side, greater well-being, deeper brand attachment and stronger customer loyalty characterize older consumers. On the dissatisfaction side, complaint behavior is activated and shaped by individual characteristics and the specific nature of the grievance. Building on these insights, we propose a research agenda to guide future theoretical and managerial work in an aging marketplace.</p>

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Satisfaction and dissatisfaction among elderly consumers: a systematic review and research agenda

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2026年7月30日

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  • Gianluigi Guido,
  • M. Irene Prete,
  • Marco Pichierri,
  • Pamela Palmi

摘要

This article synthesizes five and a half decades of work (1970–2025) on satisfaction and dissatisfaction among elderly consumers through a systematic review conducted in adherence to PRISMA 2020 with a predefined review protocol, independent duplicate screening and data extraction, a qualitative risk of bias appraisal, and a GRADE assessment of evidence certainty of studies published in 100 peer-reviewed journals in marketing, retailing, and consumer behavior. We frame satisfaction (dissatisfaction) as the positive (negative) evaluation that arises when the perceived gap between expectations and desires and the actual consumption experience is favorable (unfavorable). Six business-relevant themes emerge. On the satisfaction side, greater well-being, deeper brand attachment and stronger customer loyalty characterize older consumers. On the dissatisfaction side, complaint behavior is activated and shaped by individual characteristics and the specific nature of the grievance. Building on these insights, we propose a research agenda to guide future theoretical and managerial work in an aging marketplace.