“Bird of a Feather: A Normative Model of Assessing Consumers Satisfaction in a Generalized Expectation-Disconfirmation Paradigm,” a paper written by School of Business Assistant Professor Lei Huang, has been accepted for publication in the new issue of the Journal of Marketing Analytics.
“Since consumers’ post-purchase behaviors directly indicate the extent of customer satisfaction, these behaviors are relatively objective and can signal consumers’ attitudes toward the purchased product or service,” Dr. Huang explained.
Based on the basic expectation-disconfirmation paradigm, the article proposes a generalized model in evaluating customer satisfaction by integrating equity, regret and disappointment. Within this conceptual framework, customer satisfaction can be assessed in a global manner so that different marketing mixes and strategies may take to meet consumers’ expectations effectively.
By adopting weight and cluster to classify behaviors signaling defined post-purchase emotional responses, this disappointment-regret-inequity disconfirmation framework and the post-purchase signal model are expected to compromise variables of chosen and forgone options with social exchange comparisons, Huang said.
“One major benefit of this proposed model is that it may partly overcome the shortcomings and reliability issues of self-report method with the measurement of customer satisfaction in decomposed dimensions based on the occurred purchasing outcomes.”
The Journal of Marketing Analytics brings together applied research papers by professional in the field that use real world examples to further their research.
