An analogy to Motivation-Hygiene Theory

Herzberg’s Motivation-Hygiene theory was specifically focused at employees. I want to take this one step ahead and apply to customers.
There is a classic analogy between the two different groups (employees & customers). The factors could be slightly different but the underlying philosophy remains the same.
The two important elements – satisfaction and dissatisfaction are not opposites of each other. They could very well go parallel. Eg: I am not happy with the culture but the work role is something to die for or the challenge in my role is diminishing by the day but I have great boss whom I can trust and confide. The problem arises when factors affecting satisfaction are challenged and hygiene is compromised.
Similarly, by virtue of the above statement, hygiene factors can’t be compromised – from the customer viewpoint – rewards, bonus, discounts, etc are today a-must-to-have factors, apart from store layout, ambience, customer service, etc. Then what are Motivation factors – simply put, which can make the customer easily separate itself from a competitor in terms of the basic nature of the product or service and the execution of the same.
We are in that part of the rat race, where milestones are set, achieved and copied, probably at the same time. So it is of utmost importance to keep up the customer FIZZ all the time and that’s where the analogy would come in handy: to set companies priorities right.

What are you focusing on – keeping customers JUST satisfied or “giving customers a moment of magic, a moment of enjoying lifetime” – is a question each company should keep on asking them, all the time, every time?