Skip to main content
SpringerLink
Log in

Product quality expectations: Towards an understanding of their antecedents and consequences

  • Full Articles
  • Published:
Journal of Business and Psychology Aims and scope Submit manuscript

Abstract

This paper examines the role of product quality expectations. Past research on information cues, scarcity, self-congruity, product quality and satisfaction are synthesized to develop a conceptual model. This model examines how consumer expectations of product quality are formed. A number of antecedent factors and their relationship to consumers' product quality expectations are discussed. How consumer expectations of quality affects their product evaluation both during the pre-purchase stage and during the post-purchase stage are discussed. A number of theoretical propositions are presented. Finally, the implications of the conceptual model are discussed.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Similar content being viewed by others

References

  • Anderson, N. (1970).Foundations of information integration theory. New York: Academic Press.

    Google Scholar 

  • Andreasen, A. R., & Best, A. (1977). Consumers Complain—Does Business Respond?Harvard Business Review, 55, 93–101.

    Google Scholar 

  • Appley, M. H. (1971).Adaptation-Level Theory: A Symposium, New York: Academic Press.

    Google Scholar 

  • Bitner, M. J. (1990). Evaluating Service Encounters: The Effect of Physical Surroundings and Employee Response.Journal of Marketing, 54, 69–82.

    Google Scholar 

  • Bolton, R. N., & Drew, J. H. (1991). A Multistage Model of Customers' Assessments of Service Quality and Value.Journal of Consumer Research, 17, 375–384.

    Article  Google Scholar 

  • Brown, S. W., & Swartz, T. A. (1989). A Gap Analysis of Professional Service Quality.Journal of Marketing, 53, 92–98.

    Google Scholar 

  • Brucks, M., & Zeithaml, V. A. (1987). Price as an Indicator of Quality Dimensions. Unpublished working paper, University of North Carolina, Chapel Hill, NC.

    Google Scholar 

  • Cardozo, R. N. (1965). An Experimental Study of Customer Effort, Expectation, and Satisfaction.Journal of Marketing Research, 2, 244–249.

    Google Scholar 

  • Churchill, G. A., & Suprenant, C. (1982). An Investigation into the Determinants of Customer Satisfaction.Journal of Marketing Research, 19, 491–504.

    Google Scholar 

  • Claiborne, C. B., & Sirgy, M. J. (1990). Self-Congruity as a Model of Attitude Formation and Change: Conceptual Review and Guide for Future Research. In B. J. Dunlap (Ed.),Developments in Marketing Science. Cullowhee, NC: Academy of Marketing Science, 13, 1–7.

    Google Scholar 

  • Crosby, P. B. (1979).Quality is Free, New York: McGraw-Hill.

    Google Scholar 

  • Day, E., & Castleberry, S. B. (1986). Defining and Evaluating Quality: The Consumer's View. In Richard J. Lutz, (Ed.),Advances in Consumer Research, Provo, UT: Association for Consumer Research, 13, 94–99.

    Google Scholar 

  • Deming, W. E. (1982).Quality, Productivity and Competition Position. Cambridge, MA: Massachusetts Institute of Technology.

    Google Scholar 

  • Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of Price, Brand and Store Information on Buyers' Product Evaluations.Journal of Marketing Research, 25, 307–319.

    Google Scholar 

  • Ericksen, M. K., & Sirgy, M. J. (1985). Achievement Motivation and Clothing Behavior of Working Women: A Self-Image Congruence Analysis.Journal of Social Behavior and Personality, 4, 307–326.

    Google Scholar 

  • Garvin, D. A. (1983). Quality on the Line.Harvard Business Review, 61, 65–75.

    Google Scholar 

  • Gilly, M. C. (1987). Post-complaint Processes: From Organizational Response to Repurchase Behavior.Journal of Consumer Affairs, 21, 293–313.

    Google Scholar 

  • ——, & Gelb, B. D. (1982). Post-Purchase Consumer Processes and the Complaining Consumer.Journal of Consumer Research, 9, 323–328.

    Article  Google Scholar 

  • Gotlieb, J. B., Brown, S. W., & Grewal, D. (1991). Consumer Satisfaction and Perceived Quality: Complementary or Divergent Constructs. Unpublished working paper, University of Miami, Coral Gables, FL.

    Google Scholar 

  • Grewal, D. (1989). The Effects of Intrinsic, Extrinsic Cues and Reference Prices on Buyers' Perceptions of Quality and Value. Unpublished doctoral dissertation, Virginia Polytechnic Institute and State University, Blacksburg, VA.

    Google Scholar 

  • Gronroos, C. (1984). A Service Quality Model and its Marketing Implications.European Journal of Marketing, 18, 36–44.

    Article  Google Scholar 

  • Hauser, J. R., & Clausing, D. (1988). The House of Quality.Harvard Business Review, 66, 63–73.

    Google Scholar 

  • Helson, H. (1964).Adaptation-Level Theory, New York: Harper & Row.

    Google Scholar 

  • Howard, J. A., & Sheth, J. N. (1969).The Theory of Buyer Behavior, New York: John Wiley and Sons, Inc.

    Google Scholar 

  • Hunt, H. K. (1979). Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction, Cambridge, MA: Marketing Science Institute.

    Google Scholar 

  • Jacobson, R., & Aaker, D. A. (1987). The Strategic Role of Product Quality.Journal of Marketing, 5, 31–44.

    Google Scholar 

  • Jacoby, J., Olson, J. C., & Haddock, R. A. (1971). Price, Brand Name and Product Composition Characteristics as Determinants of Perceived Quality.Journal of Applied Psychology, 55, 570–579.

    Google Scholar 

  • Juran, J. (1974).Quality Control Handbook, 3rd Edition, New York: McGraw-Hill.

    Google Scholar 

  • Krishnan, R. & Monroe, K. B. (1987). The Effect of Similarity Structure on Buyers' Subjective Product Evaluations. Working Paper, Virginia Polytechnic and State University, Blacksburg, VA.

    Google Scholar 

  • Kuehn, A. A., & Day, R. L., (1962). Strategy of Product Quality.Harvard Business Review, 40, 100–110.

    Google Scholar 

  • Landon, E. L. (1980). Consumer Satisfaction, Dissatisfaction and Complaining Behavior as Indicators of Market Performance. In Jerry C. Olson (Ed.),Advances in Consumer Research, Ann Arbor, MI: Association for Consumer Research, 7, 186–191.

    Google Scholar 

  • Lehtinen, V., & Lehtinen, J. R. (1985). Service Quality: A Study of Quality Dimensions.Second World Marketing Proceedings, Stirling, Scotland: Marketing Education Group, 296–308.

    Google Scholar 

  • Lynn, M. (1992a). The Psychology of Unavailability: Explaining Scarcity and Cost Effects on Value.Basic and Applied Social Psychology, 13, 3–8.

    Google Scholar 

  • —— (1992b). Scarcity's Enhancement of Desirability: The Role of Naive Economic Theories.Basic and Applied Social Psychology, 13, 67–78.

    Google Scholar 

  • Mitchell, P. P. (1985). Have a Complaint? Firms are Listening.Consumers Research, January, 21–23.

  • Monroe, K. B. (1973). Buyers Subjective Perceptions of Price.Journal of Marketing Research, 10, 70–80.

    Google Scholar 

  • —— (1979),Pricing Making Profitable Decisions, (1st ed.), New York: McGraw Hill.

    Google Scholar 

  • —— (1990),Pricing Making Profitable Decisions, (2nd ed.), New York: McGraw Hill.

    Google Scholar 

  • --, Grewal, D., & Compeau, L. D. (1991). The Concept of Reference Prices: Theoretical Justifications and Research Issues. Presented at the Association for Consumer Research, Chicago, IL.

  • Morgan, L. A. (1985). The Importance of Quality. In Jacob Jacoby and Jerry C. Olson (eds.),Perceived Quality: How Consumers View Stores and Merchandise, (pp. 61–64). Lexington MA: Lexington Books.

    Google Scholar 

  • Oakland, J. S. (1987).Total Quality Management, Oxford, England: Heinemann.

    Google Scholar 

  • Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions.Journal of Marketing Research, 16, 460–469.

    Google Scholar 

  • —— & Desarbo, W. S. (1988). Response Determinants in Satisfaction Judgements.Journal of Consumer Research, 14, 495–507.

    Article  Google Scholar 

  • Olson, J. C., & Jacoby, J. (1972). Cue Utilization in the Quality Perception Process. In M. Venkatesan (ed.),Proceedings, 167–79. Ann Arbor, MI: Association for Consumer Research.

    Google Scholar 

  • Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research.Journal of Marketing, 49, 41–50.

    Google Scholar 

  • Porter, M. E. (1980).Competitive Strategy: Techniques for Analyzing Industries and Competitors, New York, NY: The Free Press.

    Google Scholar 

  • Rao, A. R. & Monroe, K. B. (1988). The Impact of Prior Knowledge on the Price Perceived Quality Relationship.Journal of Consumer Research, 15, 253–264.

    Article  Google Scholar 

  • ——, & —— (1989). The Effect of Price, Brand Name and Store Name on Buyers Subjective Product Assessments: An Integrative Review.Journal of Marketing Research, 26, 351–7.

    Google Scholar 

  • Rao, V. (1971). Salience of Prince in the Perception of Product Quality: A Multidimensional Measurement Approach. In Fred C. Alvine (ed.),Proceedings, 571–7. Chicago, IL: American Marketing Association.

    Google Scholar 

  • Richins, M. L. (1983). Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study.Journal of Marketing, 47, 68–78.

    Google Scholar 

  • —— (1987). A Multivariate Analysis of Responses to Dissatisfaction.Journal of Marketing Science, 15, 24–31.

    Google Scholar 

  • Rowe, D. & Puto, C. (1987). Do Consumers' Reference Points Affect Their Buying Decisions? In Melanie Wallendorf and Paul Anderson (eds.),Advances in Consumer Research, 14, 188–92. Provo, UT: Association for Consumer Research.

    Google Scholar 

  • Scitovszky, T. (1945). Some Consequences of the Habit of Judging Quality by Price.The Review of Economic Studies, 12, 100–5.

    Google Scholar 

  • Seta, J. J., & Seta, C. E. (1992). Personal Equity-Comparison Theory: An Analysis of Value and the Generation of Compensatory and Noncompensatory Expectancies.Basic and Applied Social Psychology, 13, 47–66.

    Google Scholar 

  • Sherif, M., & Hovland, C. I. (1961).Social Judgment, New Haven, CT: Yale University Press.

    Google Scholar 

  • Singh, J. (1988). Consumer Complaint Intentions and Behavior: Definitional and Taxonomical Issues.Journal of Marketing, 52, 93–107.

    Google Scholar 

  • Sirgy, M. J. (1980). Self-Concept in Relation to Product Preference and Purchase Intentions. In V. V. Bellur (ed.),Developments in Marketing Science, Vol. 3, Marquette, MI: Academy of Marketing Science, 350–4.

    Google Scholar 

  • —— (1982). Self-Concept in Consumer Behavior Research: A Critical Review.Journal of Consumer Research, 9, 287–300.

    Article  Google Scholar 

  • —— (1985a). Using Self-Congruity and Ideal Congruity to Predict Purchase Motivation.Journal of Business Research, 13, 195–206.

    Article  Google Scholar 

  • —— (1985b). Self-Image/Product-Image Congruity and Consumer Decision-Making.The International Journal of Management, 2, 49–63.

    Google Scholar 

  • —— (1986).Self-Congruity: Toward a New Theory of Personality and Cybernetics, New York, NY: Praeger Publishers.

    Google Scholar 

  • ——, & Samli, A. C. (1985). A Path-Analytic Model of Store Loyalty Involving Self-Concept, Store Image, Socioeconomic Status, and Geographic Loyalty.Journal of the Academy of Marketing Science, 13, 265–91.

    Google Scholar 

  • --, Johar, J. S., Samli, A. C., & Claiborne, C. B. (1991a). Self-Congruity versus Functional Congruity: Predictors of Consumer Behavior.Journal of the Academy of Marketing Science, (forthcoming).

  • ——, Grewal, D., Park, J. O., Chon, K., Johar, J. S., & Berkman, H. W. (1991b). Subjective Versus Mathematical Measures of Self-Image Congruence. Working paper, Department of Marketing, Virginia Tech, Blacksburg, VA.

    Google Scholar 

  • Swan, J. E. (1977). Consumer Satisfaction with a Retail Store Related to the Fulfillment of Expectations on an Initial Shopping Trip. In Ralph L. Day (ed.),Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 10–17, Bloomington, IN: Indiana University.

    Google Scholar 

  • ——, & Combs, L. J. (1976). Product Performance and Consumer Satisfaction: A New Concept.Journal of Marketing, 40, 25–33.

    Google Scholar 

  • ——, & Trawick, I. F. (1981). Disconfirmation of Expectations and Satisfaction with a Retail Service.Journal of Retailing, 57, 49–67.

    Google Scholar 

  • Szybillo, G. J., & Jacoby, J. (1974). Intrinsic vs. Extrinsic Cues As Determinants of Perceived Product Quality.Journal of Applied Psychology, 59, 74–8.

    Google Scholar 

  • Wheatley, J. J., Walton, R. G., & Chiu, J. S. Y. (1977). The Influence of Prior Product Experience Price and Brand on Quality Perception. In William D. Perreault, Jr. (ed.),Advances in Consumer Research, 4, 72–7. Ann Arbor, MI: Association for Consumer Research.

    Google Scholar 

  • White, J. D., & Truly, E. L. (1989). Price-Quality Integration in Warranty Premium.Journal of Business Research, 19, 109–125.

    Article  Google Scholar 

  • Woodruff, R. B., Cadotte, E. R., & Jenkins, R. L. (1983). Modeling Consumer Satisfaction Processes Using Experience-Based Norms.Journal of Marketing Research, 20, 296–304.

    Google Scholar 

  • Yi, Y. (1990). A Critical Review of Consumer Satisfaction.Review of Marketing, ed. Valarie A. Zeithaml, Chicago, IL: American Marketing Association, 68–123.

    Google Scholar 

  • Zeithaml, V. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence.Journal of Marketing, 52, 2–22.

    Google Scholar 

  • __, Barry, L. L. & Parasuraman, A. (1988). Communication and Control Processes in the Delivery of Service Quality.Journal of Marketing, 52, 35–48.

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Department of Marketing, University of Miami, 33124, Coral Gables, FL

    Dhruv Grewal (Assistant Professor of Marketing)

Authors
  1. Dhruv Grewal
    View author publications

    You can also search for this author in PubMed Google Scholar

Additional information

This report was funded by a research grant from the University of Miami Institute for the Study of Quality and a McLamore Research Award. The author acknowledges the helpful comments of M. Joseph Sirgy, Jerry Gotlieb, Howard Marmorstein, Dan Sarel, Howard Gitlow, Arun Sharma, Diana Grewal and theJournal of Business and Psychology reviewers.

Rights and permissions

Reprints and permissions

About this article

Cite this article

Grewal, D. Product quality expectations: Towards an understanding of their antecedents and consequences. J Bus Psychol 9, 225–240 (1995). https://doi.org/10.1007/BF02230967

Download citation

  • Issue Date:

  • DOI: https://doi.org/10.1007/BF02230967

Keywords

Search

Navigation