Does expectation variability matter in customer satisfaction?

Con Korkofingas

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review


This paper examines the impact of variability of product expectations on customer satisfaction within an expected utility framework. Typical models for customer satisfaction use a disconfirmations paradigm based on the gap between mean expectations of product performance and actual product performance. This may not adequately explain satisfaction if expectations are distributional. Actual performance within the range of expectations may not engender any satisfaction response while actual performance outside a range may disproportionately impact on satisfaction. Additionally, satisfaction may be impacted by the alternatives available. Using a designed choice experiment, simultaneously the impact on satisfaction of variability of expectations and the impact of characteristics of alternatives are examined. Results suggest both are relevant to the measurement of customer satisfaction.
Original languageEnglish
Title of host publicationAM2008 conference proceedings
Subtitle of host publicationAcademy of Marketing Annual Conference : reflective marketing in a material world
Place of PublicationAberdeen, Scotland
PublisherAcademy of Marketing
Number of pages9
Publication statusPublished - 2008
EventAcademy of Marketing Conference (2008) - Aberdeen, Scotland
Duration: 7 Jul 200810 Jul 2008


ConferenceAcademy of Marketing Conference (2008)
CityAberdeen, Scotland


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