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.
|Title of host publication||AM2008 conference proceedings|
|Subtitle of host publication||Academy of Marketing Annual Conference : reflective marketing in a material world|
|Place of Publication||Aberdeen, Scotland|
|Publisher||Academy of Marketing|
|Number of pages||9|
|Publication status||Published - 2008|
|Event||Academy of Marketing Conference (2008) - Aberdeen, Scotland|
Duration: 7 Jul 2008 → 10 Jul 2008
|Conference||Academy of Marketing Conference (2008)|
|Period||7/07/08 → 10/07/08|
Korkofingas, C. (2008). Does expectation variability matter in customer satisfaction? In AM2008 conference proceedings: Academy of Marketing Annual Conference : reflective marketing in a material world (pp. 1-9). Aberdeen, Scotland: Academy of Marketing.