The most widely accepted conceptualization of the customer satisfaction concept is the Expectancy Confirmation Theory (alternatively ECT or expectation disconfirmation theory). The structure of this theory was developed in a series of two papers written by Richard L. Oliver in 1977 and 1980.
Expectation confirmation theory is a cognitive theory which seeks to explain post purchase or post-adoption satisfaction as a function of expectations, perceived performance, and disconfirmation of beliefs. This theory was developed by Oliver, who proposed that satisfaction level is a result of the difference between expected and perceived performance. This theory emphasizes on the concept of satisfaction which would be helpful for researchers to assess …show more content…
The theory of cognitive dissonance proposes that people have a motivational drive to reduce dissonance by changing their attitudes, beliefs, and behaviors, or by justifying or rationalizing them. The phenomenon of cognitive dissonance, originally stated by Festinger, has been quickly adopted by various consumer behavior researches. Described as a psychologically uncomfortable state that arises from the existence of contradictory (dissonant, non-fitting) relations among cognitive elements (Festinger, 2013), cognitive dissonance revealed high exploratory power in explaining the state of discomfort buyers tend to feel after they make a purchase. The theory of cognitive dissonance states that it occurs when someone holds two or more conflicting attitudes or beliefs about one product or …show more content…
But researchers found out methods to reduce this phenomenon in the business industry. The most effective way was through testimonials and reviews of customers. Advertising messages that highlight other customers' satisfaction and positive experiences reiterate that the product or service of a business is a good choice. Reviews and testimonials are especially helpful for customers who do not have prior experience with the product or company. Intangible services and high-risk products benefit from reviews as well. This is the reason why many consumers look at reviews. From this, consumer behavior researches discovered that customer retention (which is a determinant of profitability) is a result of customer satisfaction reviews and testimonials.
Additionally, Stouffer’s Equity Theory has relevance to the concept of consumer satisfaction. The early recognition of the Equity Theory first came out of research by Samuel Stouffer and his colleagues in military administration. This theory is built upon the argument that a “man’s rewards in exchange with others should be proportional to his
Expectation confirmation theory is a cognitive theory which seeks to explain post purchase or post-adoption satisfaction as a function of expectations, perceived performance, and disconfirmation of beliefs. This theory was developed by Oliver, who proposed that satisfaction level is a result of the difference between expected and perceived performance. This theory emphasizes on the concept of satisfaction which would be helpful for researchers to assess …show more content…
The theory of cognitive dissonance proposes that people have a motivational drive to reduce dissonance by changing their attitudes, beliefs, and behaviors, or by justifying or rationalizing them. The phenomenon of cognitive dissonance, originally stated by Festinger, has been quickly adopted by various consumer behavior researches. Described as a psychologically uncomfortable state that arises from the existence of contradictory (dissonant, non-fitting) relations among cognitive elements (Festinger, 2013), cognitive dissonance revealed high exploratory power in explaining the state of discomfort buyers tend to feel after they make a purchase. The theory of cognitive dissonance states that it occurs when someone holds two or more conflicting attitudes or beliefs about one product or …show more content…
But researchers found out methods to reduce this phenomenon in the business industry. The most effective way was through testimonials and reviews of customers. Advertising messages that highlight other customers' satisfaction and positive experiences reiterate that the product or service of a business is a good choice. Reviews and testimonials are especially helpful for customers who do not have prior experience with the product or company. Intangible services and high-risk products benefit from reviews as well. This is the reason why many consumers look at reviews. From this, consumer behavior researches discovered that customer retention (which is a determinant of profitability) is a result of customer satisfaction reviews and testimonials.
Additionally, Stouffer’s Equity Theory has relevance to the concept of consumer satisfaction. The early recognition of the Equity Theory first came out of research by Samuel Stouffer and his colleagues in military administration. This theory is built upon the argument that a “man’s rewards in exchange with others should be proportional to his