Version 1.0, October 2026. 98 constructs in 18 families across 7 eras, with 18 imported theories below. Selecting a cell reveals its family, era, block, tier, and anchor works, each anchoring reference linking to the publisher’s page. Explore the 18 Family Deep Dives for granular sub-tables, or visit Resources to use the four interactive analytical tools.
Each cell: number, influence pips, block code, then symbol, construct, and anchor works
open frontier position
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Detached series · Theories imported from adjacent fields, each set near the families it feeds
Series
T
Imported Theories
31OUT
Ed
Expectancy Disconfirmation
Family
9. Satisfaction and Loyalty (IV · Customer and Brand Assets)
Era
Period 3: Competitive Advantage, 1980s
Block
OUT · Outputs: performance
Tier
Landmark
Cell card
Description
Oliver's cognitive model holds that satisfaction arises from the disconfirmation of pre-purchase expectations by perceived performance and that satisfaction in turn updates attitudes and purchase intentions.
Managerial Implications
Satisfaction is formed by comparing experience to expectation, so expectations are a managed variable. Set them accurately in sales, advertising, and onboarding; exceed them in moments that matter; and recover quickly when performance falls short. Track expectation and performance separately in surveys, because a satisfaction decline can come from rising expectations even when delivery has not changed.
How to read. Down a column follows one research stream through time. Across a row shows what the field studied in an era. Color marks the strategy domain, after Morgan et al. (2019). Pips give an influence tier. Numbers run by era, then family. Placements, anchors, and tiers are editorial judgments, and anchors are entry points rather than a complete record of any stream. Anyone who uses or adapts this table is responsible for verifying its contents against the original works.
