The role of expectations in the determination of consumer satisfaction

The purpose of this paper is to explore the three determinants of consumer satisfaction, i.e. Predictive Expectations, Normative Expectations and Comparative Expectations. This study applied the confirmation of expectations paradigm to each of the types of expectations. The efficacy of the paradigm in the prediction of consumer satisfaction is examined. Comparative analyses of the three types of expectations show that normative expectations and their confirmation are the best predictors of satisfaction. Suggestions for further research on measurement and conceptual development of consumer satisfaction are also offered.