Ved Prakash

Validity and Reliability of the Confirmation of Expectations Paradigm As a Determinant of Consumer Satisfaction

The Validity of the Confirmation of Expectations paradigm with respect to consumer satisfaction was examined on the basis of the intercorrelations between five variables of the satisfaction process i.e., Expectations, Postpurchase Evaluation, Confirmation of Expectations, Overall Satisfaction, and Repurchase. The results showed that the confirmation of expectations was a confounding variable in the satisfaction process. The major explanation for this variable not fitting into the process was the low reliability of the gain scores or difference scores (i.e., subtraction of prepurchase expectations from post-purchase evaluation) used for the computation of the confirmation of expectations. The major conclusions of this study were as follows: (1) If the purpose of the research is only to predict satisfaction or repurchase then it is best to depend upon direct measures such as postpurchase ratings. (2) If the purpose of research is diagnostic analysis then it is better to apply the confirmation of expectations concept. But for this later application it is important to develop reliable scales to measure the construct of confirmation.

The role of expectations in the determination of consumer satisfaction

The purpose of this paper is to explore the three determinants of consumer satisfaction, i.e. Predictive Expectations, Normative Expectations and Comparative Expectations. This study applied the confirmation of expectations paradigm to each of the types of expectations. The efficacy of the paradigm in the prediction of consumer satisfaction is examined. Comparative analyses of the three types of expectations show that normative expectations and their confirmation are the best predictors of satisfaction. Suggestions for further research on measurement and conceptual development of consumer satisfaction are also offered.

Product Familiarity and Consumer Satisfaction

The purpose of the present research is to explore the relationships between product familiarity, search, involvement, and consumer satisfaction. The main research hypothesis states that greater familiarity leads to greater satisfaction with the product purchased. Using personal computers as the stimulus product, it has been found that people with higher levels of familiarity take shorter lengths of time to reach a brand choice decision and also have higher levels of expected satisfaction. Since product familiarity is an important basis for market segmentation, the present research has important implications for new product adoption.

Personal Values, Self-Concept, Internal Vs. External Locus of Control, Consumer Discontent with Marketing System, and Satisfaction at the Micro-Level

The major purpose of this paper is to provide a conceptual framework for explaining consumer satisfaction on the basis of personal values, self-acceptance, Internal vs. External locus of control and discontent with Marketing system. This framework was used for a research project to examine the differences in the levels of satisfaction at the macro-level and micro-level between three major sub-cultural groups, i.e., Anglos, Blacks and Hispanics in the Greater Miami area.