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Quality and satisfaction are extremely important concepts to academic researchers, particularly in services marketing, and to practitioners as a means of creating competitive advantages and customer loyalty. In this paper, we reevaluate the current conceptualizations of service quality and customer satisfaction. We take a two-pronged approach, examining the gap and disconfirmation models on both theoretical and empirical issues. The theoretical issues are fundamental, defining and attempting to conceptually distinguish the relevant constructs and critically considering the incompleteness of the model. The empirical issues include difficulties in measurement and in modeling and we provide data to support several of our theoretical criticisms. This paper is intended to be a detailed coverage of a broad range of issues, as well as being reflective, thoughtful and thought-provoking.