Disconfirmation Of Expectations Model

A customer went Into a restaurant what require her driven a long distance and waited 15 minutes for a table. She expected it to be good. However, the restaurant was dirty, the table service was poor and the high-price meal was overcooked. Dissatisfaction felt by this customer because the restaurant’s service performance was not as good as what the customer expected, then there was a negative discrimination between expectations and perceptions which causes dissatisfaction.

Essay Example on Disconfirmation Of Expectations

Nowadays, food industry is rapidly growing.

In such competitive industry, those with more important in attracting customers satisfaction from different aspects. In discrimination model, People use standards of assessment in Judging products or service such as predictive, desires, need and norms (Spring, 2003). And company use this to measure customer satisfaction. Lovelace describes that Expectancy- Discrimination Paradigm has two famous variables that are expectation and perceived performance. They are defended for two distinct time periods.

Expectation is related to the pre purchase time period that customer has initial expectation about pacific performance.

For example, customer expected the restaurant has good table service. Perceived performance is related to the after purchase time period that once the product or service has been used, outcomes the customer had. For instance, the meal was overcook in that restaurant. The different between expectation and perceived experience Is termed as discrimination of expectation. As the result of difference between expectation and perceived experience, discrimination of expectation can be positive or negative.

Oliver (1980) proposed hat a customer is satisfied or dissatisfied depend on the positive or negative difference between expectations and perceptions.

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In other words, when perceived performance Is better than what the customer desire, the positive discrimination occurs. For example, customer are happy when the restaurants meals are delicious and the seats are comfortable. When perceived performance is as expected, confirmation occurs. In contrast, when perceived performance is not as good as what the customer desire or expected, negative discrimination occurs.

Customer are experimented when the table service is rude and the foods are terrible. Moreover, according to the research, Spring (2003) showed that there are two methods- Delete Difference Model (ADAM) and Direct Effects Model (DEEM), that worked well In measuring discrimination of customers expectation and desire. For example, the restaurant delivery of right meals in the right time with the right quality is a good way to attracting the customer’s satisfaction. At this time, restaurant can use ADAM method to measure customer’s expectation accurately.

Recommendations ROR expectations and actual product performance.