Consumer (dis)satisfaction response to disconfirmation: An examination of the form and the underlying process

The purpose of this dissertation was to examine the form of the consumer satisfaction/dissatisfaction (CS/D) response to disconfirmation. In addition, the cognitive and affective processes underlying the response were also explored. ^ Respondents were provided with information from a prior market research study about a new brand of printer that was being tested. This market research information helped set prior expectations regarding the print quality. Subjects were randomly assigned to an experimental condition that manipulated prior expectations to be either positive or negative. Respondents were then provided with printouts that had performance quality that was either worse (negative disconfirmation) or better (positive disconfirmation) than the prior expectations. In other words, for each level of expectation, respondents were assigned to either positive or negative disconfirmation condition. Subjects were also randomly assigned to a condition of either a high or low level of outcome involvement. ^ Analyses of variance indicated that positive disconfirmation led to a more intense CS/D response than negative disconfirmation, even though there was no significant difference in the intensity for positive and negative disconfirmation. Intensity of CS/D was measured by the distance of the CS/D rating from the midpoint of the scale. The study also found that although outcome involvement did not influence the polarity of the CS/D response, the more direct measures of processing involvement such as the subjects' concentration, attention and care in evaluating the printout did have a significant positive effect on CS/D intensity. ^ Analyses of covariance also indicated that the relationship between the intensity of the CS/D response and the intensity of the disconfirmation was mediated by the intensity of affective responses. Positive disconfirmation led to more intense affective responses than negative disconfirmation. ^

Palvelun laadun dimensiot ja asiakastyytyväisyys osuuskuntamuotoisissa opinnoissa

Saimaan ammattikorkeakoulun uudessa Luotsi-toimintamallissa opiskelijat oppivat yritysten antamia toimeksiantoja toteuttamalla. Opiskelijat perustavat oman osuuskuntamuotoisen tiimiyrityksen. Suuri osa opetussuunnitelman opintojaksoista toteutetaan tehden asiakasprojekteja. Tutkielman päätavoitteena on selvittää, mitkä ovat palvelun laadun dimensiot osuuskuntamuotoisissa opinnoissa ja millaisina opiskelijat ne kokevat. Tavoitteina on myös käsitellä tapaa, joilla palvelun laatu muodostuu korkeakouluissa sekä tutkia miksi asiakastyytyväisyyttä mitataan ja millaiseksi se koetaan. Teorian pohjalta päädytään tarkastelemaan viittä koulutuksen dimensiota, jotka ovat osa korkeakoulun palvelun laatua ja vaikuttavat asiakastyytyväisyyteen: opetussuunnitelma, oppimisympäristöt, opetusmenetelmät, ohjaus ja opetus sekä osaamisen arviointi. Empiirisen tutkimuksen kohderyhmänä on Luotsi-mallissa aloittanut liiketalouden pilottiryhmä. Tutkimuksessa käytetään kyselylomaketta sekä teemahaastattelua ryh-mälle. Kyselylomake koostuu 108 kysymyksestä, jotka on jaettu kolmeen osaan: tärkeyden, odotusten ja nykytilan arviointiin seitsenportaisella Li-kert-asteikolla. Haastattelun avulla syvennetään aineistoa. Tulokseksi saadaan attribuuttien ja dimensioiden tärkeysjärjestys sekä arvot nykytilalle, odotuksille ja niiden erotukselle. Tulosten pohjalta nostetaan esiin attribuutit, jotka tarvitsevat eniten kehitystoimia. Tutkimusten perusteella voidaan todeta, että eniten kehitystä vaatii ope-tussuunnitelma ja siihen välillisesti liittyvät attribuutit muista dimensioista. Suurin kynnys Luotsi-toimintamallin onnistumiselle on saavuttaa opiskelijoiden ja opettajien välille toimiva keskusteluyhteys sekä kehittää jatkuvasti opetussuunnitelmaa työelämälähtöisemmäksi.

Asiakastyytyväisyyden muodostuminen: Kognitiivinen, affektiivinen ja kognitiivis-affektiivinen näkemysvertailu

Tässä Pro gradu –tutkielmassa tavoiteltiin kokonaiskuvaa teemapuistoalan asiakastyytyväisyyden muodostumisesta kognitiivisesta, affektiivisesta ja kognitiivis-affektiivisesta näkökulmasta. Lisäksi tarkasteltiin kunkin näkökulman teoriapohjaa; miten asiakas muodostaa arvionsa tyytyväisyydestään sekä tyytyväisyyteen vaikuttavia tekijöitä kussakin näkökulmassa. Tutkimus toteutettiin kvalitatiivisena tutkimuksena, ryhmähaastatteluna. Tutkimustulosten perusteella todettiin asiakastyytyväisyyden muodostuvan kognitioiden ja affektien yhteisvaikutuksesta, tulosten tukien kognitiivis-affektiivista näkökulmaa. Lisäksi tuloksissa saatiin viitteitä sosiaalisesta näkökulmasta asiakastyytyväisyyden muodostumisessa, affektiivisesta diskonfirmaatiosta sekä asiakastyytyväisyyden dynaamisesta luonteesta. Myös asiakastyytyväisyyden ja –tyytymättömyyden prosessien havaittiin eroavan ainakin jossain määrin. Uudet, viitekehyksen ulkopuoliset havainnot tukivat uusimman kirjallisuuden käsitystä asiakastyytyväisyydestä monitasoisena ja –ulotteisena käsitteenä.

La satisfacción del cliente bancario en Canadá: Diferencias entre canadienses e inmigrantes de la América Latina – Revisión y traducción

The measure of customer satisfaction level is one of the most important topics at present time in marketing science. In addition, its measure in the bank field takes force in view of the high level of competition inside it, even more so if the study counts “immigrants” as a variable in analysis, a much important variable in the demographic situation of Canada. Oliver (1980) proposes the model of “disconfirmation” to measure customer satisfaction level; this model confirms that the difference between customer perceived performance and customer expectations gives as result his satisfaction level (additional model). Presently multiple scales exist to evaluate and to quantify this satisfaction level, Parasuraman (1987) is the creator of the servqual scale, while Avkiran (1999) developed the bankserv scale in order to evaluate customer expectations and customer satisfaction level specifically inside the bank field; this scale was divided in four factors via factorial analysis. Literature suggests the presence of a relation between individual expectations and/or satisfaction level, and the individual tolerance level towards non-constructed situations (Newman, 2001). Hofstede (1980) developed five cultural dimensions worldwide; among these is the Uncertainty Avoidance Index (uai) that fits to the dimension directly related to customer expectations and customer satisfaction levels, since it measures the tolerance levels towards non-structured ituations. For this research I focused on the satisfaction model analysis proposed by Oliver (1980) based on Avkiran´s scale (1999), having the Latin American or Canadian origin as variables. The concept of Hofstede’s cultural differences leads me to propose two samples: 50 Canadian French speakers and 50 Latin American individuals (Canadian residents). Results demonstrate that in the Latin American group the expectations are in average higher that in the Canadian group, considering all four factors (Avkiran). Perceived performance and satisfaction level are higher in the Latin American group that in the Canadian group for “personal branch conduct” and “access to personalized services” factors, nevertheless, no statistically significant difference has been proved for “credibility” and “communication” factors. The expectations variable presents a mediating effect over the relation between variables uai (Latin American or Canadian origin) and satisfaction level. This effect is partial for “personal branch conduct” and perfect for “access to personalized services”.

Atendimento no Banco Central: uma pesquisa sobre a satisfação dos clientes

A SATISFAÇÃO DO CONSUMIDOR É UMA ÁREA BASTANTE CONHECIDA NAS EMPRESAS PRIVADAS. ESTA PESQUISA PROCURA TRAZER O TEMA PARA UMA ORGANIZAÇÃO GOVERNAMENTAL - O BANCO CENTRAL DO BRASIL. SEU OBJETIVO É VERIFICAR O GRAU DE SATISFAÇÃO DO PÚBLICO COM O SERVIÇO QUE LHE É OFERECIDO NAS CENTRAIS DE ATENDIMENTO DAQUELA INSTITUIÇÃO. INICIALMENTE, DISCUTE A RELAÇÃO ENTRE O ATENDIMENTO AO PÚBLICO EM ÓRGÃOS GOVERNAMENTAIS E O REFINAMENTO DO CONCEITO DE CIDADANIA. A SEGUIR, PROCURA BASES CIENTÍFICAS PARA FUNDAMENTAR A PESQUISA DE CAMPO, NAS LITERATURAS DE SATISFAÇÃO DO CONSUMIDOR E DE QUALIDADE DO SERVIÇO. ALÉM DE DESCREVER O PARADIGMA DE DESCONFORMIDADE, ABORDA A BASE EFETIVA DA SATISFAÇÃO E AS TEORIAS DA ASSIMILAÇÃO, DO CONTRASTE, DE ASSIMILAÇÃO-CONTRASTE, DA EQÜIDADE E DA ATRIBUIÇÃO. SÃO REVISTADAS, TAMBÉM, AS CARACTERÍSTICAS PECULIARES DOS SERVIÇOS E DE SUA QUALIDADE. COM BASE NA TEORIA REVISTA, FOI DESENVOLVIDO UM QUESTIONÁRIO QUE, DEPOIS DE TESTES E APERFEIÇOAMENTOS, SERVIU DE BASE PARA ENTREVISTAS ESTRUTURADAS COM O PÚBLICO DA CENTRAL DE ATENDIMENTO DO BANCO NO RIO DE JANEIRO. OS RESULTADOS SUGEREM UM ELEVADO SENTIMENTO DE SATISFAÇÃO DO PÚBLICO E A PESQUISA É CONCLUÍDA COM ALGUMAS IMPLICAÇÕES PRÁTICAS E SUGESTÕES PARA FUTURAS INVESTIGAÇÕES.

Relações entre Satisfação do Consumidor, seus Antecedentes e Lealdade ao Fabricante: Um Estudo na Indústria Automobilística.

O objetivo principal desta dissertação é verificar a relação entre satisfação e lealdade do consumidor, bem como a relação entre a satisfação e seus antecedentes no mercado automobilístico brasileiro. Para isto, foram avaliados 160 questionários respondidos por proprietários de automóveis novos e usados. Nove hipóteses foram testadas por meio de um modelo proposto, usando-se o método de equações estruturais. No que diz respeito à validação, o modelo final demonstrou uma boa confiabilidade, comparando-se aos modelos apresentados na literatura. Implicações gerenciais incluem ações das montadoras no campo da satisfação do cliente.

A satisfação e a intenção de continuidade de uso em servços de e-learning:validação empírica de um modelo aplicado no serviço público

The present study aims to investigate the constructs of Technological Readiness Index (TRI) and the Expectancy Disconfirmation Theory (EDT) as determinants of satisfaction and continuance intention use in e-learning services. Is proposed a theoretical model that seeks to measure the phenomenon suited to the needs of public organizations that offer distance learning course with the use of virtual platforms for employees. The research was conducted from a quantitative analytical approach, via online survey in a sample of 343 employees of 2 public organizations in RN who have had e-learning experience. The strategy of data analysis used multivariate analysis techniques, including structural equation modeling (SEM), operationalized by AMOS© software. The results showed that quality, quality disconfirmation, value and value disconfirmation positively impact on satisfaction, as well as disconfirmation usability, innovativeness and optimism. Likewise, satisfaction proved to be decisive for the purpose of continuance intention use. In addition, technological readiness and performance are strongly related. Based on the structural model found by the study, public organizations can implement e-learning services for employees focusing on improving learning and improving skills practiced in the organizational environment

Influência da expectativa do consumidor na aceitação de cachaça orgânica

The influence of consumer expectation on the acceptability of four samples of commercial brands of organic and conventional cachaca was assessed by fifty-six consumers. The cachacas were evaluated in blind sensory test, expectation test and real sensory test. In blind test, consumers evaluated the samples in absence of any expectation, followed by expectation test, when consumers had read organic cachaca information and indicated how much they expected to like or dislike the drink and finally, in real test, evaluated the drink with information and carry through new sensory evaluation. The assessed attributes were appearance, overall liking, flavor liking and purchase intention. Information of organic cachaca had positive influence on sensory acceptance and improved buying intention of all evaluated cachacas. Predominant effect were assimilation under negative disconfirmation, that is, although cachacas samples were not as well received by consumers as expected, consumers higher expectations resulted in higher acceptance of the samples, whether they were organic or not. The effect of consumer expectation on the acceptability of the beverage was statistically significant (p <= 0.05) for all samples evaluated.

The Effects of Self-Esteem and Expectancies for Success on Affective Reactions to Achievement

Affective reactions to academic performance appear to be influenced by performance outcome, self-esteem, and causal attributions. We investigated whether expectancies for success and the confirmation or disconfirmation of epectancies also influenced students' affective reactions and causal attributions in achievement settings. Subjects were 132 university students. Causal attributions and affective reactions to an achievement-related situation were assessed and related to students' self-esteem, expectancies for success, and confirmation or disconfirmation of expectancies. Results indicated that causal attributions were related to confirmation or disconfirmation of expectancies for success and to self-esteem. Affective reactions were related to the interaction of self-esteem, expectancies for success, and confirmation or disconfirmation of expectancies. Further analysis suggested that students' affective reactions to performance may serve to maintain existing levels of self-esteem. The role of self-referent and other-referent emotions in self-esteem maintenance was also discussed.

Student expectations of TESOL programs: Student and teacher perspectives

Most practitioners teaching English to speakers of other languages (TESOL) will agree that students come with some expectations about course content and teaching methodology and that these expectations play a vital role in student motivation and learning. However, the study of student expectations has been a surprising omission from Second Language Acquisition research. In the studies reported here, the authors develop a model of student expectations by adapting the Expectation Disconfirmation paradigm, widely used in consumer psychology. Student and teacher perspectives on student expectations were gathered by interviews. Responses shed light on the nature of expectations, factors causing expectations and effects of expectation fulfilment (or lack of it). The findings provide new avenues for research on affective factors as well as clarify some ambiguities in motivational research in second language acquisition. The model presented here can be used by teachers or institutions to conduct classroom-based research, thus optimising students' learning and performance, and enhancing student morale.

An enhanced Servqual approach to measure service quality in higher education

This paper explores the factors of service quality in higher education and how they contribute to the overall satisfaction and behavioral intentions of students. Our research has three facets. The first is a conceptual issue: using different instrument for the measurement of academic and administrative quality as opposed to an overall assessment of quality. The second is a measurement issue: measuring directly disconfirmation instead of separately measuring perception and expectation. The third issue concerns the concept of minimum service quality level versus an ideal one (zone of tolerance), and their inferences with the disconfirmation concept.

Étude comparative de deux clientèles relativement à leurs attentes et à leurs perceptions de la performance d’entreprises membres d’un organisme de promotion gourmand

Les organismes de promotion gourmands sont bien implantés au Québec. En effet, à l’aide des regroupements de producteurs locaux, la majorité des régions touristiques possèdent leur marque de commerce régionale gourmande favorisant le développement économique des régions du Québec. Sachant que ces organismes de promotions gourmands sont de propriété collective et qu’ils disposent tous d’un cahier de charges pouvant être plus ou moins exigeant d’une région à l’autre, une recension des écrits a permis d’établir les principales attentes qu’entretiennent les divers segments de marché (i.e., clientèle locale, clientèle touristique, clientèle originaire de la région promotionnelle de l’organisme et clientèle non originaire de la région promotionnelle de l’organisme) envers ceux-ci. L’objectif est de vérifier si ces divers types de clientèles entretiennent des attentes différentes vis-à-vis les entreprises membres d’un organisme de promotion gourmand, en plus d’analyser si ces diverses clientèles évaluent la performance des entreprises membres de Gaspésie Gourmande de la même manière. Un questionnaire a été mis à la disposition des répondants sur le site internent de Gaspésie Gourmande. Les résultats indiquent qu’il y a quelques différences entre ces divers types de clientèles quant aux variables étudiées. De plus, une analyse des écarts « performances perçues – attentes » selon la méthodologie du paradigme de confirmation / disconfirmation des attentes a permis de savoir si Gaspésie Gourmande répond aux attentes des divers segments de marché.

A satisfação e a intenção de continuidade de uso em servços de e-learning:validação empírica de um modelo aplicado no serviço público

The present study aims to investigate the constructs of Technological Readiness Index (TRI) and the Expectancy Disconfirmation Theory (EDT) as determinants of satisfaction and continuance intention use in e-learning services. Is proposed a theoretical model that seeks to measure the phenomenon suited to the needs of public organizations that offer distance learning course with the use of virtual platforms for employees. The research was conducted from a quantitative analytical approach, via online survey in a sample of 343 employees of 2 public organizations in RN who have had e-learning experience. The strategy of data analysis used multivariate analysis techniques, including structural equation modeling (SEM), operationalized by AMOS© software. The results showed that quality, quality disconfirmation, value and value disconfirmation positively impact on satisfaction, as well as disconfirmation usability, innovativeness and optimism. Likewise, satisfaction proved to be decisive for the purpose of continuance intention use. In addition, technological readiness and performance are strongly related. Based on the structural model found by the study, public organizations can implement e-learning services for employees focusing on improving learning and improving skills practiced in the organizational environment

A satisfação e a intenção de continuidade de uso em servços de e-learning:validação empírica de um modelo aplicado no serviço público

The present study aims to investigate the constructs of Technological Readiness Index (TRI) and the Expectancy Disconfirmation Theory (EDT) as determinants of satisfaction and continuance intention use in e-learning services. Is proposed a theoretical model that seeks to measure the phenomenon suited to the needs of public organizations that offer distance learning course with the use of virtual platforms for employees. The research was conducted from a quantitative analytical approach, via online survey in a sample of 343 employees of 2 public organizations in RN who have had e-learning experience. The strategy of data analysis used multivariate analysis techniques, including structural equation modeling (SEM), operationalized by AMOS© software. The results showed that quality, quality disconfirmation, value and value disconfirmation positively impact on satisfaction, as well as disconfirmation usability, innovativeness and optimism. Likewise, satisfaction proved to be decisive for the purpose of continuance intention use. In addition, technological readiness and performance are strongly related. Based on the structural model found by the study, public organizations can implement e-learning services for employees focusing on improving learning and improving skills practiced in the organizational environment