Focal Brand Experience and Product-Based Norms as Moderators in the Satisfaction Formation Process

Abstract

While the traditional disconfirmation of expectations paradigm is now well accepted as a general model for explaining consumer
satisfaction/ dissatisfaction ( CS/D), various conflicting findings indicate that satisfaction processes may differ across product categories and buying situations. Accordingly, this longitudinal study of a business-to-business professional service examines the moderating effects of both focal brand and product norm experience on the causal relationships that precede CS/Devaluations. The results indicate that whilst some causal linkages are robust under all experience conditions, other relationships are moderated by the type and extent of prior experience. Theoretical as well as practical implications are discussed.