A Desires-As-Standard Model of Consumer Satisfaction: Implications for Measuring Satisfaction

Abstract

A critique of the disconfirmation of expectations model shows that there are a number of conceptual and empirical problems with this model, despite its widespread acceptance in both academic and applied research. Based on means-end theory, consumer's desires are suggested as an alternative standard. A desires-as-standard model of consumer satisfaction is presented that: a) describes the mechanism by which consumers make a judgment of the performance of the product; b) describes the impact of desires, expectations, and product performance on overall satisfaction; and c) proposes "satisfaction with the good" and "satisfaction with the information" as independent determinants of overall satisfaction. This model seems to solve many of the problems with the disconfirmation model. Implications for the measurement of all constructs are suggested, and it is argued that, from a diagnostic standpoint, these measures will indicate more precisely the source of the consumers' satisfaction.