Measurement and Evaluation of Satisfaction Processes in a Dyadic Setting

Abstract

Research on consumer satisfaction with products has traditionally focused the individual satisfaction with individual decisions ignoring group satisfaction with individual or joint purchases. This paper seeks to address issues related to group satisfaction by using the symbolic interaction perspective to integrate the literature on the family decision-making and the satisfaction/ dissatisfaction process. The discussion is presented in terms of the familiar concepts of expectations, disconfirmation or the fulfillment of expectations, and satisfaction/dissatisfaction. Each of these concepts is defined, related to the satisfaction framework, and operationalized for empirical testing and practical application.