Abstract
Using Herzberg's Two Factor Theory, a framework is presented to explain consumer reactions of dissatisfaction and satisfaction to service strategies. Hygiene factors describe characteristics in an individual's environment such as working conditions and company policies. Motivation factors relate directly to an activity, and include opportunities for self-expression and meaningful experiences. The Bidimensional Model of Service Strategies applies Herzberg's model to services and proposes that services can be characterized by four combinations of hygiene and motivation factors. Organizations offering both hygiene factors and motivation factors will be most successful in maximizing customer satisfaction while also minimizing customer dissatisfaction.