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

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  • Youjae Yi
  • Suna La

Abstract

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.

Suggested Citation

  • Youjae Yi & Suna La, 2003. "The Moderating Role of Confidence in Expectations and the Asymmetric Influence of Disconfirmation on Customer Satisfaction," The Service Industries Journal, Taylor & Francis Journals, vol. 23(5), pages 20-47, November.
    • Handle: RePEc:taf:servic:v:23:y:2003:i:5:p:20-47
    DOI: 10.1080/02642060308565622
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    Cited by:

    1. Gavriel Meirovich & Myunghee Mindy Jeon & Linda Jane Coleman, 2020. "Interaction of normative and predictive expectations in customer satisfaction and emotions," Journal of Marketing Analytics, Palgrave Macmillan, vol. 8(2), pages 69-84, June.
    2. Sang-June Park & Youjae Yi, 2017. "A composite measure of performance–expectation and performance-only measures," The Service Industries Journal, Taylor & Francis Journals, vol. 37(15-16), pages 936-947, December.
    3. Kim, Daewon & Kim, Suwon, 2021. "A model for user acceptance of robot journalism: Influence of positive disconfirmation and uncertainty avoidance," Technological Forecasting and Social Change, Elsevier, vol. 163(C).
    4. Baird, Michael & Ouschan, Robyn & Phau, Ian, 2011. "Discrepancies of positive and negative consumption expectations in high risk drinking experiences," Australasian marketing journal, Elsevier, vol. 19(1), pages 1-6.
    5. Cayetano Medina & Ramón Rufín & Manuel Rey, 2015. "Mediating relationships in and satisfaction with online technologies: communications or features beyond expectations?," Service Business, Springer;Pan-Pacific Business Association, vol. 9(4), pages 587-609, December.
    6. Wong, IpKin Anthony & Dioko, Leonardo (Don) A.N., 2013. "Understanding the mediated moderating role of customer expectations in the customer satisfaction model: The case of casinos," Tourism Management, Elsevier, vol. 36(C), pages 188-199.
    7. Aejoo Lee & Ki-Joon Back & JungKun Park, 2017. "Effects of customer personal characteristics on the satisfaction-loyalty link: a multi-method approach," Service Business, Springer;Pan-Pacific Business Association, vol. 11(2), pages 279-297, June.
    8. Hernández-Ortega, Blanca, 2020. "When the performance comes into play: The influence of positive online consumer reviews on individuals' post-consumption responses," Journal of Business Research, Elsevier, vol. 113(C), pages 422-435.
    9. Kaung-Hwa Chen & Feng-Hsiang Chang & Fang-Yu Liu, 2015. "Wellness Tourism among Seniors in Taiwan: Previous Experience, Service Encounter Expectations, Organizational Characteristics, Employee Characteristics, and Customer Satisfaction," Sustainability, MDPI, vol. 7(8), pages 1-26, August.
    10. Gavriel Meirovich & Myunghee Mindy Jeon & Linda Jane Coleman, 0. "Interaction of normative and predictive expectations in customer satisfaction and emotions," Journal of Marketing Analytics, Palgrave Macmillan, vol. 0, pages 1-16.
    11. Grzegorz Biesok & Jolanta Wyród-Wróbel, 2018. "Models of Customers Satisfaction with Supermarkets in Poland," European Journal of Business Science and Technology, Mendel University in Brno, Faculty of Business and Economics, vol. 4(1), pages 81-92.
    12. Wen Tu Zhang & Il Young Choi & Yun Joo Hyun & Jae Kyeong Kim, 2022. "Hotel Service Analysis by Penalty-Reward Contrast Technique for Online Review Data," Sustainability, MDPI, vol. 14(12), pages 1-14, June.

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