Column 9 · Satisfaction and Loyalty · Era 3, Competitive Advantage (1980s)
Expectancy Disconfirmation
Outputs: performance · Landmark · Cluster IV, Customer and Brand Assets
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.