The Moderating Role of Confidence in Expectations and the Asymmetric Influence of Disconfirmation on Customer Satisfaction

This article examines the way in which confidence in expectations moderates the process of customer satisfaction formation, and whether positive disconfirmation and negative disconfirmation have asymmetric influences on satisfaction. Using structural equation analysis, the proposed model was tested...

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Bibliographic Details
Published in:The Service industries journal 2003-11, Vol.23 (5), p.20-47
Main Authors: Yi, Youjae, La, Suna
Format: Article
Language:English
Subjects:
Consumer behavior
Customer satisfaction
Expectations
Influence
Mathematical models
Restaurants
Studies
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Summary:This article examines the way in which confidence in expectations moderates the process of customer satisfaction formation, and whether positive disconfirmation and negative disconfirmation have asymmetric influences on satisfaction. Using structural equation analysis, the proposed model was tested with 256 Korean customers of family restaurants. The results indicate that confidence in expectations plays a significant role in the customer satisfaction formation process. The indirect effects of expectations via performance on customer satisfaction are stronger for customers with high confidence in expectations. The results also indicate that the influence of disconfirmation on customer satisfaction can be asymmetric. The asymmetric influence occurs especially when customers have high confidence in expectations.
ISSN:0264-2069
1743-9507
DOI:10.1080/02642060308565622