Expanding the model of consumer satisfaction and dissatisfaction : the Means-End Disconfirmation Model of CS/D

The importance of consumer satisfaction and dissatisfaction (CS/D) as a component of the marketing concept is well documented. However, a replete understanding of CS/D and its related evaluative processes is yet to be realized. This dissertation examines the current knowledge of CS/D, and identifies several unresolved issues. In an attempt to resolve some of these issues and better the understanding of CS/D, a new model is proposed which incorporates the means-end theory of evaluation with the currently dominant disconfirmation paradigm of CS/D. Using data collected in a field survey, the "Means-End Disconfirmation Model of Consumer (Dis)Satisfaction" is tested as a Linear Structural Relations model. The results indicate that the proposed model improves upon both the explanation and understanding of consumer (dis)satisfaction. Implications and suggestions for future research are also offered.