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- Title
A Test of Alternative Measures of Disconfirmation.
- Authors
Spreng, Richard A.; Page Jr., Thomas J.
- Abstract
Disconfirmation has been widely used in a number of research traditions, however there are many different operationalizations of this construct. Little research has investigated the relative effectiveness of these various methods. The research reported here examines five operationalizations of disconfirmation and their effect on satisfaction. These tests are carried out using two different comparison standards in two different settings. The results indicate some methods are better in certain situations and are inappropriate in others. Implications for both practical and theoretical research are discussed.
- Subjects
CONSUMER behavior; CUSTOMER satisfaction; CONSUMER attitudes; PSYCHOMETRICS; MARKETING research; BUSINESS research
- Publication
Decision Sciences, 2003, Vol 34, Issue 1, p31
- ISSN
0011-7315
- Publication type
Article
- DOI
10.1111/1540-5915.02214