T.S. Balaji
ABSTRACT
Several theories of consumer satisfaction, e.g., Contrast [6]; Expectation Disconfirmation [13], report that satisfaction is predicted by the discrepancy between pre-purchase expectations, and actual product performance. Whereas, satisfaction can be indexed using emotion-based measures [13] - Product performance, on the other hand, has been evaluated using a variety of indices (e.g., direct evaluation, brand norm). In the current investigation, we were interested in evaluating product performance using a less conventional methodological approach in order to explore specific product attributes and their predictive influence on satisfaction in the communications market. Customers completed an online survey regarding their experience with the iPad, and then provided emotion-based satisfaction ratings, as well as open- and closed-ended performance feedback. Several converging analyses reveal that negative product feedback predicted lower satisfaction scores, and furthermore, only the product attributes of reliability and navigation negatively predicted satisfaction.
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Index Terms
- A methodological inquiry into predictors of consumer satisfaction
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