Doctoral Dissertations

Date of Award

5-1995

Degree Type

Dissertation

Degree Name

Doctor of Philosophy

Major

Business Administration

Major Professor

Robert B. Woodruff

Committee Members

Sarah F. Gardial, Robert T. Ladd, Joseph O. Rentz, David W. Schumann

Abstract

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.

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