1. Consumer Behavior MKTG 302-PSYC 335 Customer Satisfaction
Prof. Dr. Zeynep Gürhan-Canlı

2. The Disconfirmation or “Gap” Model of Customer Satisfaction
Satisfaction with dimension i = Performance on i – Expectations on i (Si = Pi – Ei)
Overall satisfaction with the transaction is the sum of these differences across dimensions or attributes.
Satisfaction is positively affected by perceived performance and is negatively affected by performance expectations.
Performance
minus
Expectations
Customer
Satisfaction +

3. Expectations and Performance Ratings for a Savings and Loan

4. Satisfaction “Gaps” for a Savings & Loan

5. The Disconfirmation Model Which Hotel Would You Choose?
100 80 60
Performance 40 20
Hotel A
Hotel B
Expectations
Performance

6. The Performance Model of Customer Satisfaction
Satisfaction is a customer’s evaluation of their cumulative purchase and consumption experience to-date.
Your product’s or service’s performance is the quality or value provided to customers (benefits received relative to costs incurred).
Satisfaction is positively affected by perceived product or service performance quality.
Satisfaction is positively affected or buffered by customers’ expectations regarding your performance (their image of you).

7. The Performance Model of Customer Satisfaction
Expectations
(“Image”) + +
Performance
Customer
Satisfaction +

8. Equity Theory
Proposes that consumers cognitively compare their own level of inputs and outcomes to those of another party in an exchange.
If:
outcomesA/inputsA ≈ outcomesB/inputsB
then satisfaction will be positively affected.

9. Focuses on explaining why a certain event has occurred. Elements:
Attribution Theory
Focuses on explaining why a certain event has occurred.
Elements:
Locus – judgments of who is responsible for an event.
Control – the extent to which an outcome was controllable or not.
Stability – the likelihood that an event will occur again.

10. Cognitive Dissonance
Lingering doubts about a decision that has already been made.
Sometimes known as buyer’s regret.
Conditions:
Consumer is aware that there are many attractive alternatives.
Decision is difficult to reverse.
Decision is important and involves risk.
Consumer has low self-confidence.