There are unsettled disputes in the dimensionality of consumer satisfaction/dissatisfaction and the issues evolving around the often-skewed satisfaction scores.  An in-depth examination and discussion on the problems faced  were done by defining and using of the satisfaction construct, scale design, data collection, reliability and validity testing.  The theories proposed were empirically validated.  Results showe that (1) it has yielded a better explaining power when satisfaction/dissatisfaction construct treated as a unidimensional construct; (2) the nissues about the asymmetrical distributions of the responses can be resolved when the scale is properly designed.  The reliability and validity of the measurements can be improved by correctly adopting a combination of positive-and negative-wording items.  Implications and limitations of the research are also discussed.