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Title: Introducing uncertain performance expectations in satisfaction models for services
Authors: Wirtz, J. 
Bateson, J.E.G.
Keywords: Customer requirements
Customer satisfaction
Service levels
Service quality
Issue Date: 1999
Citation: Wirtz, J.,Bateson, J.E.G. (1999). Introducing uncertain performance expectations in satisfaction models for services. International Journal of Service Industry Management 10 (1) : 82-99. ScholarBank@NUS Repository.
Abstract: Research on perceived risk and multiattribute models with uncertain attributes has shown that consumers are familiar with unit-to-unit variability of products and services, and can expect some kind of performance level distribution. This has led to the modelling of expectations along two dimensions - expected mean performance and some measure of its variance. This perspective is in accordance with theories on decision making in economics, finance and decision science. Satisfaction models, however, implicitly assume that expectations are unidimensional, and so far, no research has examined the impact of expected performance heterogeneity on the satisfaction processes. This is surprising, particularly in services marketing, as a high degree of performance heterogeneity is a frequently cited feature of service encounters. In this study, different levels of expected performance heterogeneity were manipulated using a unique laboratory simulator. The results clearly show that expected performance heterogeneity can have impact on the satisfaction process. In particular, at small levels of actual disconfirmation the presence of uncertainty in expectations improves the level of disconfirmation, shifting, it towards "better than expected", and improving overall satisfaction. At higher levels of disconfirmation, uncertainty in expectations did not show any effect on disconfirmation levels.
Source Title: International Journal of Service Industry Management
ISSN: 09564233
Appears in Collections:Staff Publications

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