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Autor: moto 08 March 2011
Words: 502 | Pages: 3
In the expectancy-disconfirmation model of satisfaction, comparison standards influence the customer's perception of product performance. Using a brand of your choice as an example, explain how a customer would construct a satisfactory (or dissatisfactory) evaluation of the brand using three of the comparison standards discussed in class.
According to what we learned in class, a customer satisfaction outcome is the result of a disconfirmation process, where the customer will asses the perceived performance with some comparison standard that will end up in a positive or negative disconfirmation.
The main comparison standards studied in class were: Expectations, Ideals, Competitors, Other Product categories and Marketer promises and Industry norms (Slide 9, Customer Satisfaction)
A example will be a person who bought a Dell Laptop, the person may start with
The expectation of the product, what she./he expects the out of the product. This may be certain features for example , memory capability, processing speed and other accessories. The consumer may get this information from other people that own laptops, prior usage, consumer reports online etc. If when she/he uses the laptop to say navigate the internet and the laptop is slow she would be dissatisfied. But if its fast as she expected she would satisfied.
Next she would compare the laptop with the competitors say an Apple laptop of equivalent price range, and if the Apple laptop seems to navigate the internet much quicker, the consumer would be dissatisfied with her Dell. If it performs about the same she would be satisfied. If her laptop happens to be quicker, she would be in the zone of positive confirmation.
Another way to arrive at the satisfactory state would be comparing it to other products.
For example would an Ipad offer the features that she needs in the laptop. Can you navigate the internet really fast and perhaps read your books in a product that is much easier to carry and offers other features such as maps and calendars etc. Depending on what her needs are she/he may be satisfied. A consumer may also take into consideration the marketers promises to arrive at the satisfied/unsatisfied state. In the example above did Dell promise to be the maker of the fastest laptops in the market? if so did it live up to its promises. If in the the example above Dells advertise was to be the fastest laptop in the market and the customer realize that its not true, it will lead to dissatisfaction. If Dell simply advertised as a fast internet connection, without saying the fastest, the consumer may still be satisfied. If it turns out Dell never mentioned anything about the speed, but the consumer realized her/his laptop is faster than any other she will be supper satisfied.
Consumers use different comparison standards depending on timeline of the product, product type, consumer timing and usage of products. The level of satisfaction is measured differently for different people and products, hence marketers need to be more aware of what makes a difference to be able to add real customer value.