A norms/expectation examination of consumer satisfaction based upon the disconfirmation paradigm

In this study a model of consumer satisfaction was conceptualized and examined. Previous studies on consumer satisfaction have used the disconfirmation paradigm to explain variance in levels of satisfaction. In this paradigm satisfaction results from the dis confirmation of previously formed expectations. The model developed in this study added the concept of experience-based norms to that of expectations. Disconfirmation of three norms--product, best brand and brand--were examined in relation to satisfaction.

Different types of disconfirmation measures were examined in order to determine the type of measure that best explains the variance in satisfaction. These measures included univariate versus multivariate measures, weighted versus unweighted multivariate measures and derived versus perceived measures.

The study also examined the relationship between perceived product performance and satisfaction. Performance and disconfirmation • were compared to determine which of the variables best explained the variance in satisfaction.

The study also examined two outputs of satisfaction. These are future purchase intentions and recommendations to friends and relatives.

The results indicated that disconfirmation of best brand norms best explained the variance in satisfaction. The measure that best explains the variance in satisfaction was the perceived disconfirmation measure. Uniattribute measures were better than multivariate measures and unweighted multivariate measures were better than weighted multivariate measures in explaining the variance in satisfaction. Results regarding the performance-satisfaction relationship were inconclusive. Satisfaction was found to explain the variance in both levels of future purchase intentions and recommendations to friends and relatives.

Additional validation evidence has been provided for the disconfirmation paradigm. The concept of normative standards of performances was shown to be an important component of this paradigm.