Reference work entry
DOI: https://doi.org/10.1007/1-4020-0612-8_303

Expectation theory (also commonly known as Expectancy-Disconfirmation Theory) is the most widely accepted theory concerning customer satisfaction processes. The theory holds that satisfaction/dissatisfaction results from a customer's comparison of performance (of a product or service) with predetermined standards of performance. According to the view, the predetermined standards are the customer's predictive expectations. Three possible outcomes of the comparison are possible. Positive disconfirmation occurs when performance is perceived to be better than the predetermined expectations. In this scenario, customer is delighted. Zero disconfirmation occurs when performance is perceived to be exactly equal to expectations-customers are likely to be satisfied. Finally, negative disconfirmation occurs when performance is lower than expectations. Of course, negative disconfirmation leads to dissatisfied or unhappy customers. The need to achieve positive disconfirmation has been popularized...

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  1. Oliver, Richard L. (1996). Satisfaction: A Behavioral Perspective on the Consumer. McGraw-Hill, New York.Google Scholar

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