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What is “Expectation Confirmation Theory”?
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The Overview of “Expectation Confirmation Theory”
What is Expectation Confirmation Theory?
Expectation Confirmation Theory (ECT) consists of four main constructs: expectations, perceived performance, disconfirmation of beliefs, and satisfaction.
This theory is used to explain post-purchase or post-adoption satisfaction.
Initially proposed in psychology and marketing, ECT has been adopted in other fields like consumer research and information systems.
What are expectations?
Expectations are the attributes or characteristics that individuals predict or anticipate for a product, service, or technology.
These expectations directly influence perceptions of performance and disconfirmation of beliefs and indirectly influence satisfaction via disconfirmation.
What is perceived performance?
Perceived performance refers to an individual’s perception of the actual performance of a product, service, or technology.
In ECT, perceived performance is influenced by prior expectations and affects disconfirmation and satisfaction.
What is disconfirmation of beliefs?
Disconfirmation of beliefs is the evaluation or judgment of a product, service, or technology based on the original expectations.
Positive disconfirmation occurs when performance exceeds expectations, increasing satisfaction.
Negative disconfirmation occurs when performance falls short, leading to dissatisfaction.
What is satisfaction?
Satisfaction is the extent to which an individual is pleased or contented with a product, service, or technology after experiencing it.
In ECT, satisfaction is directly influenced by disconfirmation and perceived performance and indirectly by expectations and perceived performance through disconfirmation.
How can ECT be utilized in marketing?
ECT is an effective tool for enhancing customer satisfaction.
Companies can manage customer expectations appropriately before providing a product or service and improve actual performance post-delivery.
Utilizing customer surveys and feedback to understand expectations and implementing improvement strategies based on this feedback can promote positive disconfirmation and enhance customer satisfaction.
This article uses material from the Wikipedia article “Expectation confirmation theory” which is released under the Creative Commons Attribution-Share-Alike License 4.0. Additionally, the texts and images were generated using ChatGPT.