Pictures vs. reality: Roles of disconfirmation magnitude, disconfirmation sensitivity, and branding

• Published in: International journal of hospitality management Vol. 98; p. 103040
• Main Authors: Cai, Ruiying, Chi, Christina Geng-Qing
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 01.09.2021
• Subjects: Brand; Disconfirmation sensitivity; Expectancy disconfirmation theory; Restaurants; Satisfaction; Trust; Brand; Disconfirmation sensitivity; Trust; Expectancy disconfirmation theory; Restaurants; Satisfaction
• ISSN: 0278-4319; 1873-4693
• DOI: 10.1016/j.ijhm.2021.103040

This study aims to increase our understanding of the effects of food pictures in formulating customers’ expectations and performance evaluation, which, in turn, affect customer satisfaction, trust, and behavioral intentions in the restaurant context. Extending the expectancy disconfirmation theory, we have conducted three experimental designed studies involving a total of 1105 customers. Specifically, study 1 explores three disconfirmation magnitudes (low, moderate, high) and their impact on customer evaluations and behaviors. Study 2 demonstrates the interactive effects of disconfirmation magnitude and branding on customer trust, suggesting that branding mitigates the negative effect of disconfirmation magnitude on trust. Study 3 includes individual differences of disconfirmation sensitivity to explain the variation of the expectancy disconfirmation model, revealing that customers with higher disconfirmation sensitivity are less likely to be satisfied and trust a restaurant as the disconfirmation magnitude increases. Theoretical and managerial implications are provided. •Food pictures can formulate customers’ expectations and disconfirmation.•Three disconfirmation magnitudes influence customer evaluations and behaviors.•Branding mitigates the negative effect of disconfirmation magnitude on trust.•Moderating effects of disconfirmation sensitivity were found.