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http://dx.doi.org/10.5762/KAIS.2016.17.7.245

The Impact of Consumers' Should-expectation and Will-expectation on Consumer Satisfaction: Focusing on Emotional and Rational Expectancy Disconfirmation  

Park, Do-Hyung (School of Management Information Systems, Kookmin University)
Lee, Dongwon (School of Business Administration, Hansung University)
Chung, Jaekwon (School of Business Administration, Kookmin University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.17, no.7, 2016 , pp. 245-255 More about this Journal
Abstract
Consumer expectation is divided into rational and emotional components with regard to the experience of products or services. The purpose of this study is to investigate the relationship between these two types of expectations and consumer satisfaction. For the theoretical framework, we use the dual expectation theory with respect to the should-expectation and will-expectation, and verify their effects on consumer satisfaction. The findings of this study imply that under rational expectation, consumer satisfaction increases when the result of their experience exceeds their expectation and the impact is stronger when the will-expectation is satisfied. Under emotional expectation, consumer satisfaction increases when the should-expectation exceeds the result of the actual performance, but decreases when there is disaccord between the will-expectation and performance. For emotional-based expectation, the impact on consumer satisfaction is stronger for should-expectancy disconfirmation than for will-expectancy disconfirmation.
Keywords
Expectancy disconfirmation; Should-expectation; Will-expectation; Rational expectation; Emotional expectation; Consumer satisfaction;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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