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| Author: | Taylor, K. A. |
| Title: | A regret theory approach to assessing consumer satisfaction |
| Journal: | Marketing Letters
1997 : APR, VOL. 8:2, p. 229-238 |
| Index terms: | CONSUMER SATISFACTION INDIVIDUAL BEHAVIOUR DECISION THEORY MOTIVATION BRAND LOYALTY |
| Language: | eng |
| Abstract: | Consumer satisfaction is an important determinant of brand loyalty, word-of-mouth communications, and repeat purchase. It is less expensive to retain a current customer than to obtain new one: satisfaction also drives firm profitably. The dominant paradigm has been the expectancy-disconfirmation model in which satisfaction is directly related to the confirmation of one's expectations about the chosen item. This paper proposes a model of consumer satisfaction that incorporates effects of expectations about the options not ultimately chosen from the consideration set. |
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