Although the “disconfirmation of expectations” model continues to dominate research and managerial practice, several limitations indicate that it is not a complete picture of satisfaction formation. The authors propose a new model of the satisfaction formation process that builds on the disconfirmation paradigm by specifying a more comprehensive model that includes two standards in a single model and specifically incorporates the impact of marketing communication. An empirical test of the model provides support for the hypothesized relationships and a better understanding of the mechanisms that produce satisfaction.
Get full access to this article
View all access options for this article.
References
1.
AndersonEugene W., FornellClaes, and LehmannDonald R. (1994), “Customer Satisfaction, Market Share, and Profitability: Findings From Sweden,” Journal of Marketing, 58 (July), 53–66.
2.
AndersonEugene W., and SullivanMary W. (1993), “The Antecedents and Consequences of Customer Satisfaction for Firms,” Marketing Science, 12 (Spring), 125–43.
3.
AndersonJames C. and GerbingDavid W. (1988), “Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach,” Psychological Bulletin, 103 (3), 411–23.
4.
BarbeauJ. Bradley (1985), “Predictive and Normative Expectations in Consumer Satisfaction: A Utilization of Adaptation and Comparison Levels in a Unified Framework,” in Conceptual and Empirical Contributions to Consumer Satisfaction and Complaining Behavior, HuntH. Keith and DayRalph L., eds. Bloomington, IN: Indiana University School of Business, 27–32.
5.
BeardenWilliam O. and TeelJesse E. (1983), “Some Determinants of Consumer Satisfaction and Complaint Reports,” Journal of Marketing Research, 20 (February), 21–28.
6.
BentlerPeter M. (1990), “Comparative Fit Indexes in Structural Models,” Psychological Bulletin, 102 (2), 238–46.
7.
BouldingWilliam, KalraAjay, StaelinRichard, and ZeithamlValarie A. (1993), “A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions,” Journal of Marketing Research, 30 (February), 7–27.
8.
CadotteErnest R., WoodruffRobert B., and JenkinsRoger L. (1987), “Expectations and Norms in Models of Consumer Satisfaction,” Journal of Marketing Research, 24 (August), 305–14.
9.
ChurchillGilbert A. and SurprenantCarol (1982), “An Investigation into the Determinants of Consumer Satisfaction,” Journal of Marketing Research, 19 (November), 491–504.
10.
DavidowWilliam H. and UttalBro (1989), Total Customer Service: The Ultimate Weapon. New York: Harper and Row.
11.
FornellClaes (1992), “A National Customer Satisfaction Barometer: The Swedish Experience,” Journal of Marketing, 55 (January), 1–21.
12.
FornellClaes and BooksteinFred L. (1982), “Two Structural Equation Models: LISREL and PLS Applied to Consumer Exit-Voice Theory,” Journal of Marketing Research, 19 (November), 440–52.
13.
FornellClaes and LarckerDavid F. (1981), “Evaluating Structural Equation Models With Unobservable Variables and Measurement Error,” Journal of Marketing Research, 18 (February), 39–50.
14.
GardialSarah Fisher, Scott ClemonsD., WoodruffRobert B., SchumannDavid W., and BurnsMary Jane (1994), “Comparing Consumers' Recall of Prepurchase and Postpurchase Product Evaluation Experiences,” Journal of Consumer Research, 24 (March), 548–60.
15.
GutmanJonathan (1982), “A Means-End Chain Model Based on Consumer Categorization Processes,” Journal of Marketing, 46 (Spring), 60–72.
16.
HaleyRussell (1968), “Benefit Segmentation: A Decision-Oriented Research Tool,” Journal of Marketing, 32 (July), 30–35.
17.
HochStephen J. and HaYoung-Won (1986), “Consumer Learning: Advertising and the Ambiguity of Product Experience,” Journal of Consumer Research, 13 (September), 221–33.
18.
IacobucciDawn, GraysonKent A., and OstromAmy L. (1994), “The Calculus of Service Quality and Customer Satisfaction,” in Advances in Services Marketing and Management, Vol. 3, SwartzTeresa A., BrownDavid E., and BrownStephen W., eds. Greenwich, CT: JAI Press, 1–67.
19.
JöreskogKarl G. and DagSörbom (1993), LISREL 8: A Guide to the Program and Applications. Chicago: Scientific Software International.
20.
KeithRobert J. (1960), “The Marketing Revolution,” Journal of Marketing, 24 (January), 35–38.
21.
LaTourSteven A. and PeatNancy C. (1979), “Conceptual and Methodological Issues in Consumer Satisfaction Research,” in Advances in Consumer Research, Vol. 6, WilkieWilliam L., ed. Ann Arbor, MI: Association for Consumer Research, 431–37.
22.
LockeEdwin A. (1967), “Relationship of Success and Expectation to Affect on Goal-Seeking Tasks,” Journal of Personality and Social Psychology, 7 (2), 125–34.
23.
MyersJames H. (1988), “Attribute Deficiency Segmentation: Measuring Unmet Wants,” in Advances in Consumer Research, Vol. 15, HoustonMichael J., ed. Provo, UT: Association for Consumer Research, 108–13.
24.
MyersJames H. (1991), “Measuring Customer Satisfaction: Is Meeting Expectations Enough?” Marketing Research, 2 (December), 35–43.
25.
NelsonPhillip (1970), “Information and Consumer Behavior,” Journal of Political Economy, 78 (March/April), 311–29.
26.
OliverRichard L. (1980), “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions,” Journal of Marketing Research, 17 (November), 460–69.
27.
OliverRichard L. (1981), “Measurement and Evaluation of Satisfaction Processes in Retail Settings,” Journal of Retailing, 57 (Fall), 25–48.
28.
OliverRichard L. (1989), “Processing of the Satisfaction Response in Consumption: A Suggested Framework and Research Propositions,” Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 2, 1–16.
29.
OliverRichard L. (1993), “Cognitive, Affective, and Attribute Bases of the Satisfaction Response,” Journal of Consumer Research, 20 (December), 418–30.
30.
OliverRichard L. and DeSarboWayne S. (1988) “Response Determinants in Satisfaction Judgments,” Journal of Consumer Research, 14 (March), 495–507.
31.
OlshavskyRichard W. and MillerJohn A. (1972), “Consumer Expectations, Product Performance, and Perceived Product Quality,” Journal of Marketing Research, 9 (February), 19–21.
32.
OlshavskyRichard W. and SprengRichard A. (1989), “A ‘Desires as Standard’ Model of Consumer Satisfaction,” Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 2, 49–54.
33.
OlsonJerry C. and DoverPhilip A. (1979), “Disconfirmation of Consumer Expectations Through Product Trial,” Journal of Applied Psychology, 64 (2), 179–89.
34.
PayneJohn W., BettmanJames R., and JohnsonEric J. (1993), The Adaptive Decision Maker. New York: Cambridge University Press.
35.
PetersTom (1987), Thriving on Chaos. New York: Harper and Row.
36.
SherifM. and HovlandC. I. (1961), Social Judgment: Assimilation and Contrast Effects in Communication and Attitude Change. New Haven, CT: Yale University Press.
37.
SirgyJoseph M. (1984), “A Social Cognition Model of Consumer Satisfaction/Dissatisfaction,” Psychology and Marketing, 1 (Summer), 27–43.
38.
SprengRichard A. and DixonAndrea L. (1992), “Alternative Comparison Standards in the Formation of Consumer Satisfaction/Dissatisfaction,” in Enhancing Knowledge Development in Marketing: 1992 Educators' Proceedings, LeoneRobert P. and KumarV., eds. Chicago: American Marketing Association, 85–91.
39.
SprengRichard A. and OlshavskyRichard W. (1993), “A Desires Congruency Model of Consumer Satisfaction,” Journal of the Academy of Marketing Science, 21 (Summer), 169–77.
40.
SwanJohn E. and Frederick TrawickI. (1980), “Satisfaction Related to Predictive vs. Desired Expectations,” in Refining Concepts and Measures of Consumer Satisfaction and Complaining Behavior, HuntH. Keith and DayRalph L., eds. Bloomington, IN: Indiana University, 7–12.
41.
SwanJohn E. I. Frederick Trawick, and CarrollMaxwell G. (1981), “Satisfaction Related to Predictive, Desired Expectations: A Field Study,” in New Findings on Consumer Satisfaction and Complaining Behavior, DayRalph L. and HuntH. Keith, eds. Bloomington, IN: School of Business, Indiana University, 15–22.
42.
TeasR. Kenneth (1993). “Expectations, Performance Evaluation, and Consumers' Perceptions of Quality,” Journal of Marketing, 57 (October), 18–34.
43.
TseDavid K. and WiltonPeter C. (1988), “Models of Consumer Satisfaction Formation: An Extension,” Journal of Marketing Research, 25 (May), 204–12.
44.
TverskyAmos (1969), “Intransitivity of Preferences,” Psychological Review, 76 (January), 31–48.
45.
WestbrookRobert A. (1987), “Product/Consumption-Based Affective Responses and Postpurchase Processes,” Journal of Marketing Research, 24 (August), 258–70.
46.
WestbrookRobert A., NewmanJoseph W., and TaylorJames R. (1978), “Satisfaction/Dissatisfaction in the Purchase Decision Process,” Journal of Marketing, 42 (October), 54–60.
47.
WestbrookRobert A., and ReillyMichael D. (1983), “Value-Percept Disparity: An Alternative to the Disconfirmation of Expectations Theory of Consumer Satisfaction,” in Advances in Consumer Research, Vol. 10, BagozziRichard P. and TyboutAlice M., eds. Ann Arbor, MI: Association for Consumer Research, 256–61.
48.
WoodruffRobert B., CadotteErnest R., and JenkinsRoger L. (1983), “Modeling Consumer Satisfaction Processes Using Experience-Based Norms,” Journal of Marketing Research, 20 (August), 296–304.
49.
WoodruffRobert B., Scott ClemonsD., SchumannDavid W., GardialSarah F., and BurnsMary Jane (1991), “The Standards Issue in CS/D Research: A Historical Perspective,” Journal of Consumer Satisfaction/Dissatisfaction and Complaining Behavior, 4, 103–109.
50.
YiYoujae (1990), “A Critical Review of Consumer Satisfaction,” in Review of Marketing 1990, ZeithamlValarie A., ed. Chicago: American Marketing Association, 68–123.
51.
ZaichkowskyJudith L. (1985), “Measuring the Involvement Construct,” Journal of Consumer Research, 12 (December), 341–52.
52.
ZeithamlValarie A., BerryLeonard L., and ParasuramanA. (1993), “The Nature and Determinants of Customer Expectations of Service,” Journal of the Academy of Marketing Science, 21 (Winter), 1–12.
