This article explains the Disconfirmation Model of Customer Satisfaction, which suggests that customer satisfaction is determined by the gap between expected and perceived performance. If a product or service meets or exceeds expectations, customers experience positive disconfirmation, leading to satisfaction. However, if the product falls short of expectations, negative disconfirmation results in dissatisfaction. The model emphasizes the importance of managing customer expectations and delivering a product or service that aligns with those expectations to enhance satisfaction and loyalty.