In the Expectancy - Disconfirmation Model of Satisfaction

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