The impact of purchase decision confidence on the process of consumer satifaction/dissatisfaction

The purpose of this research was to provide insight into the consumer satisfaction/dissatisfaction process. The study focused on modifying the traditional confirmation/disconfirmation paradigm by incorporating a revised conceptualization of the pre-purchase expectation process, by including an individual/situational-based variable—purchase decision confidence, and by employing an affective, rather than cognitive-based satisfaction/dissatisfaction construct.

A review of the consumer satisfaction/dissatisfaction literature indicated that insufficient attention has been given to the role of experience-based performance norms as consumer standards of comparison. The concept of the product performance norm was introduced into a comprehensive satisfaction/dissatisfaction framework.

The study defined purchase-decision confidence as the evaluation by the consumer that s/he had adequate information on which to base the purchase decision. Purchase-decision confidence was included in the satisfaction/dissatisfaction model as a precursor to the confirmation/disconfirmation process.

Survey research procedures were employed to test the impact of purchase decision confidence on the satisfaction/dissatisfaction process. The research was carried out among bus tour group travelers. A total of 210 subjects completed questionnaires that assessed their level of prior experience, perceptions regarding the adequacy of information on which they based their decision to take the vacation, performance norm and their expectations based on the evoked performance norm. On the return trip, subjects completed follow-up questionnaires that measured their perceptions regarding the vacation, evaluation of confirmation/disconfirmation and level of satisfaction/dissatisfaction.

Results suggest that the antecedents to purchase-decision confidence were as predicted. However, purchase decision confidence did not display a significant impact on the confirmation/disconfirmation evaluation. Further analysis suggested that purchase-decision confidence may play a more direct role in the determination of satisfaction/dissatisfaction feelings. The performance-based normative measures performed well in the model. Finally, support was generated for the proposition that satisfaction/dissatisfaction is an emotion-based construct related to, but not the equivalent of confirmation/disconfirmation.