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Why are you so tolerant? Towards the relationship between consumer expectations and level of involvement

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  • Pereira Filho, Evadio
  • Moreno Añez, Miguel Eduardo

Abstract

It is vital that managers understand the way consumers form their expectations so that quality services are offered. Therefore, the aim of the paper is to assess the behaviour of consumer expectations over time and what effect does the level of involvement have on them. Two field studies are realized with students from an educational institution under the perspective of cluster analysis and latent growth model. Our results reveal that the patterns of expectations change from one service meeting to another and these mutations can be explained by the degree of consumer involvement. As theoretical insights, in addition to broadening the debate about the antecedents of expectations, this study also reaffirms the dynamic behaviour of consumer expectations. Thus, the constant control of expectations shows a relevant strategic way for survival in competitive sectors.

Suggested Citation

  • Pereira Filho, Evadio & Moreno Añez, Miguel Eduardo, 2021. "Why are you so tolerant? Towards the relationship between consumer expectations and level of involvement," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    • Handle: RePEc:eee:joreco:v:60:y:2021:i:c:s0969698921000333
    DOI: 10.1016/j.jretconser.2021.102467
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    References listed on IDEAS

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    5. Jens Hogreve & Nicola Bilstein & Leonhard Mandl, 2017. "Unveiling the recovery time zone of tolerance: when time matters in service recovery," Journal of the Academy of Marketing Science, Springer, vol. 45(6), pages 866-883, November.
    6. Zaichkowsky, Judith Lynne, 1985. "Measuring the Involvement Construct," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(3), pages 341-352, December.
    7. Krishnamurthy, Anup & Kumar, S. Ramesh, 2018. "Electronic word-of-mouth and the brand image: Exploring the moderating role of involvement through a consumer expectations lens," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 149-156.
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    Cited by:

    1. Tang, Jiansheng & Zhou, Jiamin & Zheng, Chundong & Jiao, Sijing, 2022. "More expectations, more disappointments: Ego depletion in uncertain promotion," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).

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