Journal of Management Research

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Positive Disconfirmation as a Threshold to High Satisfaction


Affiliations
1 Faculty of Commerce and Management HNB Garhwal University, Srinagar, Garhwal (UP)
     

   Subscribe/Renew Journal


Despite increasing attention that satisfaction research has received in the recent years, certain aspects of satisfaction behaviour remain to be addressed and to be fully understood. While industry is laying great stress on exceeding consumer expectations and obtaining higher (or complete, total) satisfaction levels, research is silent on the extent to which expectations need to be exceeded in order to achieve the same (higher satisfaction). Data from a survey among two wheeler buyers has been analysed in this paper with a view to studying the effects of expectation-discrepancy upon consumer satisfaction responses. Results indicate the existence of a threshold level at which expectation-discrepancies result in complete satisfaction.

Keywords

Disconfirmation Model
User
Notifications

  • Anderson, R. E. (1973), "Consumer Dissatisfaction: The Effect Of Disconfirmed Expectancy On Perceived Product Performance", Journal of Marketing Research, Vol. 10 (Feb): 38-44.

  • Babin, B.J., M. Griffin, and Laurie Babin (1994), "The Effect of Motivation to Process on Consumers' Satisfaction Reactions", in Chris T. Allen and Deborah Roedder John (eds.), Advances in Consumer Research, Vol. 21, Association for Consumer Research, Provo, UT, 406-411.

  • Ervellis, S. & C. Levitt (1992), "A Comparison of Current Models of Consumer Satisfaction/Dissatisfaction", Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behaviour, Vol. 5 : 104-114.

  • Hornby, A. S. (1974), Oxford Advanced Learner's Dictionary of Current English, Oxford University Press, Oxford.

  • Jones, T. O. & W. E. Sasser, Jr (1995), "Why Satisfied Customers Defect", Harvard Business Review, (Nov-Dec), 88-99.

  • Macdonald, A. N. (1971), Chambers New English Dictionary, McGraw Hill Far Eastern Publishers (S) Ltd., Singapore.

  • Oliver, R. L. (1997), Satisfaction: A Behavioral Perspective of the Consumer, McGraw Hill, Singapore.

  • Reichheld, FF (1993), "Loyalty Based Management", Harvard Business Review, (Mar-Apr), 64-74.

  • Tse DK, FM Nicosia, and PC Wilton (1990), "Consumer Satisfaction as a Process", Psychology & Marketing, Vol 7 (Fall): 177-193.

  • Woodruff RB, ER Cadotte, RL Jenkins (1983), "Modelling Consumer Satisfaction Processes Using Experience Based Norms", Journal of Marketing Research, Vol 20 (Aug): 296-304.

  • Yi, Y (1990), "A Critical Review of Consumer Satisfaction", in Valerie A. Zeithaml (ed.), Review of Marketing, 1990, American Marketing Association, Chicago, 68-123.


Abstract Views: 375

PDF Views: 3




  • Positive Disconfirmation as a Threshold to High Satisfaction

Abstract Views: 375  |  PDF Views: 3

Authors

Alok Saklani
Faculty of Commerce and Management HNB Garhwal University, Srinagar, Garhwal (UP)
H C Purohit
Faculty of Commerce and Management HNB Garhwal University, Srinagar, Garhwal (UP)
D C Badoni
Faculty of Commerce and Management HNB Garhwal University, Srinagar, Garhwal (UP)

Abstract


Despite increasing attention that satisfaction research has received in the recent years, certain aspects of satisfaction behaviour remain to be addressed and to be fully understood. While industry is laying great stress on exceeding consumer expectations and obtaining higher (or complete, total) satisfaction levels, research is silent on the extent to which expectations need to be exceeded in order to achieve the same (higher satisfaction). Data from a survey among two wheeler buyers has been analysed in this paper with a view to studying the effects of expectation-discrepancy upon consumer satisfaction responses. Results indicate the existence of a threshold level at which expectation-discrepancies result in complete satisfaction.

Keywords


Disconfirmation Model

References