Norms verses Expectations in Explaining Consumer Satisfaction

Abstract

In recent years, consumer behavior and marketing researchers have shown an increasing interest in research that exp;ains the consumer satisfaction process. The focal point of this research has been the disconfirmation paradigm (Figure One) (Churchill and Suprenant, 1982; Oliver, 1981; Swan, 1977). In this paradigm, the consumer brings into the pruchas process a prediction of future brand/product performance (expectation). After using the brand/product, the consumer uses the expectation as a standard of comparison in comparing perceived performance with the expectation. The expectation is confirmed or dis-confirmed. Confirmation occurs when the perceived performance level of the brand/product matches the level of the expectation. It can be thought of as a point between degrees of positive and negative disconfirmation. When the perceived performance level of the brand/product does not equal the level of the expectation, disconfirmation occurs. Positive disconfirmation results when the level of perceived performance is greater than the level of performance while negative disconfirmation results when the perceived performance level is lower than the level of expectation (Churchill and Suprenant, 1982; Swan, 1977). Satisfaction results from confirmation or positive disconfirmation while dissatisfaction results from negative disconfirmation (Woodruff, Cadotte and Jenkins, 1983; Oliver, 1982).