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http://dx.doi.org/10.5762/KAIS.2015.16.12.8462

The Effect of Consumers' Should-expectation and Will-expectation on Consumer Satisfaction: Focusing on Regulatory Focus  

Park, Do-Hyung (School of Management Information Systems, Kookmin University)
Chung, Jaekwon (School of Business Administration, Kookmin University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.16, no.12, 2015 , pp. 8462-8471 More about this Journal
Abstract
It is widely known that consumer satisfaction, as well as consumer voice and loyalty, affect firms' performance. Prior studies on consumer satisfaction have focused on expectancy disconfirmation theory and its effects on satisfaction related to disconfirmation with consumer expectation and with perceived performance. This study classified consumer expectation into should-expectation and will-expectation, and investigated how disconfirmation with these expectations affects consumer satisfaction differently based on regulatory focus. Specifically, for promotion-focused consumers, disconfirmation of will-expectation has a more significant influence on consumer satisfaction than that of should-expectation. For prevention-focused consumers, disconfirmation of should-expectation has a more significant influence on consumer satisfaction. The results of this study provide academic insights that not only generic expectation (will-expectation) but also should-expectation play an important role in determining consumer satisfaction according to regulatory focus. In addition, it is expected that the findings can be used as a guide to manage consumer expectation in practice.
Keywords
Consumer Satisfaction; Regulatory Fit Effect; Regulatory Focus; Should Expectation; Will Expectation;
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