Expectation Disconfirmation Theory posits that customer satisfaction is determined by the gap between pre-purchase expectations and actual performance of a product or service. If the performance exceeds expectations, positive disconfirmation occurs, leading to higher satisfaction, while performance below expectations results in negative disconfirmation and dissatisfaction.
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Concept
Customer satisfaction is a measure of how well a company's products or services meet or exceed customer expectations, directly impacting customer loyalty and business profitability. It involves understanding customer needs, delivering consistent quality, and actively seeking feedback for continuous improvement.
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Pre-Purchase Expectations refer to the beliefs or assumptions consumers hold about a product or service before making a purchase, which significantly influence their buying decisions and satisfaction levels. These expectations are shaped by various factors such as marketing communications, word-of-mouth, personal experiences, and social influences, and can lead to either satisfaction or dissonance post-purchase depending on whether the actual experience meets or deviates from these expectations.
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Perceived performance refers to the subjective assessment of a product's or system's responsiveness and speed by its users, which can be influenced by design elements and user expectations. It highlights the importance of user experience in evaluating performance, often more impactful than actual technical metrics.
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Positive disconfirmation occurs when a product or service exceeds customer expectations, leading to increased satisfaction and loyalty. This concept is crucial in understanding consumer behavior and improving business strategies to enhance customer experiences.
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Negative disconfirmation occurs when a product or service fails to meet customer expectations, leading to dissatisfaction. It is a critical factor in customer satisfaction models, influencing future purchase intentions and brand loyalty.
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Cognitive dissonance is the psychological discomfort experienced when holding two or more contradictory beliefs, values, or attitudes simultaneously. This discomfort often leads individuals to change their beliefs or behaviors to reduce the inconsistency and restore mental harmony.
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Post-purchase evaluation is a critical stage in the consumer decision-making process where the buyer assesses their satisfaction with a product or service, influencing future buying decisions and brand loyalty. This evaluation can lead to cognitive dissonance if there is a mismatch between expectations and actual performance, prompting either product returns or a change in perception.
Concept
Expectations management involves the proactive communication and alignment of anticipated outcomes between parties to ensure mutual understanding and satisfaction. It is crucial for preventing misunderstandings, managing disappointments, and fostering trust in professional and personal relationships.
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