This study examines the effect of consumers' pre- and post-service encounter performance (SEP) on their satisfaction and repurchase intention in online markets. Specifically, we suggest that, in an online context, the different service performances: pre- and post-Service over time, affects consumer evaluation (i.e., overall satisfaction and repurchase intention) of a vendor. We introduce the experience–dissonance process in this research by integrating cognitive consistency theory as well as expectation–confirmation theory in order to investigate the consumer satisfaction formation processes in online transactions. Theoretical and practical implications are discussed.