A Test of Alternative Measures of Disconfirmation

• Published in: Decision sciences Vol. 34; no. 1; pp. 31 - 62
• Main Authors: Spreng, Richard A., Page Jr, Thomas J.
• Format: Journal Article
• Language: English
• Published: 350 Main Street , Malden , MA 02148 , USA , and 9600 Garsington Road , Oxford OX4 2DQ , UK Blackwell Publishing 01.12.2003; American Institute for Decision Sciences
• Subjects: and Design; Consumer behavior; Consumers; Customer satisfaction; Functional Areas: Consumer Behavior; Marketing Research; Methodological Areas: Causal Models; Methods; Psychological aspects; Psychometrics; Psychometrics; Methodological Areas: Causal Models; Quality of service; Quality standards; Self image; Studies; Survey Research; Survey Research, and Design; United States > US
• ISSN: 0011-7315; 1540-5915
• DOI: 10.1111/1540-5915.02214

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.