Pictures vs. reality: Roles of disconfirmation magnitude,disconfirmation sensitivity,and branding |
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| Institution: | 1. Davis School of Business, Colorado Mesa University, Grand Junction, CO 81501, United States;2. School of Hospitality Business Management, Carson College of Business, Washington State University, Pullman, WA 99164, United States;3. School of Tourism and Hospitality, Faculty of Management, University of Johannesburg, South Africa;1. School of Tourism Management, Sun Yat-Sen University, China;2. School of Tourism Management, Sun Yat-Sen University, Tang Jia Wang, Xiangzhou, Zhuhai, China;3. Zhujiang College, South China Agricultural University, Cong Hua, Guangzhou, Guangdong, China;1. School of Hospitality Business Management, Carson College of Business, Washington State University, 915 N. Broadway, Everett, WA, USA;2. School of Hospitality and Tourism Management, Purdue University, Marriott Hall, 900 W. State Street, West Lafayette, IN 47907, USA;1. Management and Marketing Department, College of Business, Louisiana State University Shreveport, One University Pl, Shreveport, LA 71115, United States;2. Hospitality and Tourism Management, College of Health and Human Sciences, Purdue University, 900 W. State Street, West Lafayette, IN 47907, United States;1. Montpellier Business School, France, and Lancaster University Management School, UK;2. Isenberg School of Management, University of Massachusetts-Amherst, 121 President Dr, Amherst, MA 01003, USA;1. School of Business Management, Shanghai International Studies University, China;2. Department of Hospitality & Tourism Management, Isenberg School of Management, University of Massachusetts, United States |
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| Abstract: | This study aims to increase our understanding of the effects of food pictures in formulating customers’ expectations and performance evaluation, which, in turn, affect customer satisfaction, trust, and behavioral intentions in the restaurant context. Extending the expectancy disconfirmation theory, we have conducted three experimental designed studies involving a total of 1105 customers. Specifically, study 1 explores three disconfirmation magnitudes (low, moderate, high) and their impact on customer evaluations and behaviors. Study 2 demonstrates the interactive effects of disconfirmation magnitude and branding on customer trust, suggesting that branding mitigates the negative effect of disconfirmation magnitude on trust. Study 3 includes individual differences of disconfirmation sensitivity to explain the variation of the expectancy disconfirmation model, revealing that customers with higher disconfirmation sensitivity are less likely to be satisfied and trust a restaurant as the disconfirmation magnitude increases. Theoretical and managerial implications are provided. |
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| Keywords: | Expectancy disconfirmation theory Trust Satisfaction Disconfirmation sensitivity Brand Restaurants |
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