A. Explain the expectancy disconfirmation model. (5pts) B. List and define the three types of responses...
- A. Explain the expectancy disconfirmation model. (5pts) B. List and define the three types of responses dissatisfied consumers can use. (5pts) C. Give an example of disconfirmation in both a positive and a negative direction using a hotel stay as an example. (10 pts)
Homework Answers
The expectancy disconformation model talks about analyzing the post purchase experience through the a function of expectations, performance and discomformation.
This model is based on four primary factors viz, expectation, perceived performance, disconformation of beliefs and thoughts.
Expectation: It means what we anticipate out of something. Like if you buy a product you definitely think that it must turn out to be a certain way.
Perceived performance: This is related to perception and how a person perceives the actual performance of the product .
Disconformation of thoughts and beliefs: The evaluation process. The process of judging the actual performance of the product with the perceived performance.
The three types of response a dissatisfied customer can use are:
1. Assertive response: This type of response is not very aggressive but combines self confident. This type of response by dissatisfied customer means expression of wishes, desires in a proper way.
2. Evaluative response: This type of response seeks to straightaway through a judgement about the product. They declare certain things about the product directly.
3. Passive response: this type of response doesn't initiate a action. That means this type of response is not backed up by an action.
Positive disconformation: Suppose you went to a hotel for a stay, and you have some perception about the hotel and when you reach their and see the place and use services, you realize that what is perceived is far much less than what you are getting. Thats a positive disconformation.c
Negative disconformation Suppose you went to another hotel for a stay and after reaching there you feel that you anticipated positive results but what you getting is not as close to what you perceived. That's is a negative disconformation.
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