The Role of Situational Variables in Consumer Choice Satisfaction

Abstract

This study sought to determine if there was a difference in expectation levels, performance evaluations, and satisfaction levels between students who selected a course for the instructor and students who selected the course for situational reasons, such as the time and/or day the course was offered. The study also investigated the extent to which satisfaction predicted future behaviors: intention to recommend the course to other students and willingness to take the course if they had it to do all over again. Results of the study indicate that students who selected the course for the instructor had greater expectations than students who selected the course for situational reasons. However, overall satisfaction with the course, evaluation of performance, and intended future behavior did not differ between these two groups. The findings indicate that the relative importance of the components of satisfaction differ by the role that situational variables play in the consumer decision process and nature of the consumer decision.