search query: @journal_id 794 / total: 218
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| Author: | Gupta, K. Stewart, D. W. |
| Title: | Customes satisfaction and customer behavior: The differential role of brand and category expectations |
| Journal: | Marketing Letters
1996 : JUL, VOL. 7:3, p. 249-263 |
| Index terms: | CUSTOMERS BRANDS STANDARDS |
| Language: | eng |
| Abstract: | Previous research has suggested that consumers use multiple strands to evaluate their satisfaction with a product and to establish postpurchase behavioral intention. However, prior empirical research has focused on which individual standard best predicts satisfaction. In contrast, this article develops and tests a model of consumer satisfaction and postpurchase behavioral intention in which consumers simultaneously use multiple standards - perceptions of performance, brand expectations, and category expectations. The results of an experiment for a simulated service encounter provide support for the proposition that consumers use multiple standards and that these standards have differential effects on such postpurchase outcomes as satisfaction, repurchase intention, and willingness to recommend. |
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