ABSTRACT INTRODUCTION: Customer satisfaction is an important aspect for any organisation. Satisfied customers, ensure loyalty to the organisation. Building customer loyalty has an advantage (Bansal and Gupta, 2001). Much academic research has taken place in this field (Stenbery, 1997).The concept of Happiness has been around for centuries. Early philosophers and great thinkers, date back to Aristotle, Plato and Socrates, in the western world and, closer to home we have Buddha, with his Middle Path; Confucius and the Dalai Lama. Satisfaction denotes less stress, which can lead to health, whereas happiness indicates not just health but exceeding customers' expectation too. OBJECTIVE: The review was done mainly through published articles to gain an insight in the areas of happiness and satisfaction and their measurements. METHODOLOGY: The review used descriptive cross-sectional research design using secondary sources related to satisfaction and happiness. Very few studies have focused on the patient in terms of both satisfaction as well as happiness. The review mainly identified concepts of satisfaction and happiness, for services in industry and was then related to the healthcare industry. RESULTS: A lot of efforts went into the concept of Satisfaction; however, Happiness was the new trend. CONCLUSION: The healthcare industry is unique, and management and delivery of customer experience service excellence is the ultimate goal. ORIGINAL RESEARCH PAPER Management THE HEALTHCARE CONSUMER: SATISFIED OR HAPPY – A REVIEW KEY WORDS:Customer satisfaction, Patient satisfaction, Customer Happiness, Patient Happiness. INTRODUCTION There is ample literature on management discipline describing customer satisfaction and customer emotions thereby establishing with evidence that customer emotions are an imperative element of satisfaction construct (Oliver & Westbrook, 1993; Cronin, Brady and Hult, 2000; Barsky and Nash, 2002). The focus on emotions of customers has evolved from the approach of earlier studies that gave primary importance to the cognitive aspect of satisfaction (Liljander & Strandvik, 1997; Bagozzi, Gopinath and Nyer, 1999; Oliver, 2010). The difference between Happiness & satisfaction is that Happiness leads to health, includes satisfaction, is an emotion & has a wide range. Satisfaction has no mention of health, is a component of happiness, is cognitive in nature and limited in range. The complex interactions of various emotions, cognitive appraisals, affective responses and satisfaction need to be analyzed from the mental affinity of a customer which is demonstrated in normal situations as an expression of happiness (Compeau, Grewal and Munroe, 1998; White, 2010). Thus it can be stated that a consumer doesn't merely want to be “satisfied” but sincerely desires to be happy after using a product or a service (Rust & Zahorik 1993). Despite spending millions of dollars on improving customer satisfaction and developing brand innovations and brand equity, the consumer seems to be lesser happier than they were nearly five decades ago (Richard, 2001). OBJECTIVE The review was done mainly to gain an insight in the areas of happiness and satisfaction. METHODOLOGY The review used descriptive cross-sectional study design from various secondary sources on customer satisfaction and happiness, and on patient satisfaction and happiness. Electronic searches were conducted in the following search database indexed open access and peer-reviewed journals that addressed research in marketing, epidemiology, psychology, mathematical population, rehabilitation, health economics, Sage Publications, Springer Publication social sciences. Search was also done in The UAE Ministry of Health and Prevention and Dubai Health Authority websites, reports and blogs, websites like Google Scholar and Wiley Online Library. Data: The search used key words like customer care, customer satisfaction, happiness, and well-being, patient feedback, patient satisfaction, and patient happiness. The articles searched were in English language. The focus of the review was mainly on the various studies done on satisfaction, well-being and happiness. The study excluded staff and safety issues. All articles were sorted out based on inclusion and exclusion criteria. Those articles that fell in the exclusion criteria were considered not eligible and were discarded. RESULTS AND DISCUSSION There is a growing evidence of shift from Customer satisfaction towards Customer happiness. In the healthcare sector, too this is becoming more evident. Customer satisfaction is the difference between the customer expectation and what he receives in connection with the fulfilment of a need, desire or goal (Hansemark & Albinsson, 2004). In the healthcare industry, the measurement of patients' satisfaction has become prominent in American Healthcare System (Deloitte, 2018). Mystery shopping has been used to measure customer satisfaction recently in the service industry.This has also been extended to the health sector. The concept of Happiness has been around since time immemorial from eminent philosophers like Aristotle, Plato, Socrates, Confucius & Dalai Lama. There are many scales to measure happiness designed by eminent psychologists too – PANAS, Subjective well-being, Satisfaction with Life, Oxford Happiness Scale, etc. All of these address the topic of Happiness from the point of view of Life and general well- being. This study presents findings from four main aspects – Customer satisfaction, Patient satisfaction, Customer Happiness, Patient Happiness. www.worldwidejournals.com 45 Bharati Grace Ebenezer Peters* Doctoral Fellow, Women Institute for Studies in Development Oriented Management (WISDOM), Banasthali Vidyapith, Rajasthan, India. *Corresponding Author Dr. Usha Tiwari Associate Professor. Physical Education, Central University of South Bihar, Gaya, Bihar, India PARIPEX - INDIAN JOURNAL F RESEARCH | O June - 202 Volume - 10 | Issue - 06 | 1 | PRINT ISSN No. 2250 - 1991 | DOI : 10.36106/paripex