MAJOR‌ 

‌
THEORY‌#
‌ 1‌ ‌
Theory‌‌Title‌‌-‌‌‌The‌‌Evaluative‌‌Congruity‌‌Theory‌ ‌

Theorist‌‌-‌‌Sirgy‌‌(1984)‌ ‌
Theory‌‌Statement‌‌-‌A‌ ccording‌‌to‌‌Sirgy’s‌‌(1984)‌E
‌ valuative‌
‌Congruity‌‌Model‌‌(or‌‌the‌S
‌ ocial‌‌Cognition‌ ‌
Model),‌‌satisfaction‌i‌s‌‌a‌f‌unction‌‌of‌e
‌ valuative‌‌congruity,‌
‌which‌‌is‌a
‌ ‌‌cognitive‌m
‌ atching‌ ‌
process‌‌in‌‌which‌‌a‌‌perception‌‌is‌‌compared‌‌to‌‌an‌‌evoked‌
‌referent‌‌cognition‌‌in‌‌order‌‌to‌‌evaluate‌ ‌
a‌‌stimulus‌‌or‌a
‌ ction.‌‌The‌‌result‌‌of‌‌this‌‌cognitive‌‌process‌‌is‌
‌assumed‌t‌o‌p‌ roduce‌e ‌ ither‌a
‌ ‌ ‌
motivational‌o ‌ r‌‌an‌‌emotional‌‌state.‌‌Customer‌‌satisfaction/‌
‌dissatisfaction‌‌is‌‌regarded‌a
‌ s‌‌an‌ ‌
emotional‌‌state‌‌because‌‌it‌‌prompts‌‌the‌‌consumer‌t‌o‌
‌evaluate‌‌alternative‌‌course‌o‌ f‌a
‌ ction‌‌to‌ ‌
reduce‌a ‌ n‌e
‌ xisting‌‌dissatisfaction‌‌state‌‌and‌‌/or‌‌obtain‌‌a‌
‌future‌‌satisfaction‌‌state.‌‌This‌‌model‌‌argues‌‌that‌ ‌ ‌
there‌a
‌ re‌‌three‌‌congruity‌‌states;‌‌negative‌‌incongruity,‌
‌congruity,‌‌and‌‌positive‌‌incongruity.‌S
‌ imilar‌‌to‌‌the‌ ‌ ‌
c‌ onfirmation/disconfirmation‌‌concept,negative‌‌incongruity‌
‌is‌‌a‌‌cognitive‌‌state‌‌that‌‌results‌‌from‌a
‌ ‌‌negative‌ ‌ ‌
discrepancy‌b ‌ etween‌‌the‌‌valence‌‌levels‌o‌ f‌a
‌ ‌‌perception‌
‌and‌a
‌ n‌e
‌ voked‌‌referent‌‌cognition,‌‌which‌‌induces‌ ‌ ‌
dissatisfaction.‌‌Congruity‌‌is‌‌a‌‌cognitive‌‌state‌‌that‌‌leads‌t‌o‌a
‌‌
‌non-significant‌o
‌ r‌‌negligible‌d
‌ iscrepancy‌ ‌ ‌
between‌‌a‌‌perception‌a ‌ nd‌‌an‌‌evoked‌‌referent‌‌cognition,‌
‌which‌‌results‌‌in‌a
‌ ‌n
‌ eutral‌‌evaluation‌‌state‌‌or‌a
‌ ‌ ‌ ‌
satisfaction‌‌state.‌‌Finally,‌p
‌ ositive‌‌incongruity-state‌‌results‌
‌from‌‌a‌‌positive‌‌discrepancy‌‌between‌‌a‌ ‌ ‌
perception‌a‌ nd‌‌an‌‌evoked‌‌referent‌‌cognition,‌‌which‌
‌generates‌‌satisfaction.‌ ‌
 ‌
 ‌
Relationship‌‌of‌‌the‌‌theory‌t‌o‌t‌he‌‌present‌‌study‌‌-‌‌The‌
‌relationship‌‌of‌‌this‌‌theory‌‌to‌‌our‌‌study‌‌is‌‌that‌‌this‌ ‌ ‌
theory‌e‌ xplaining‌‌the‌d
‌ ifferent‌‌states‌o
‌ f‌
‌satisfaction/dissatisfaction‌‌resulting‌‌from‌‌different‌
‌combinations‌ ‌ ‌
of‌‌expectations‌‌and‌p ‌ erformance‌o ‌ utcome.‌‌This‌‌theory‌
‌could‌‌be‌‌helpful‌‌to‌‌our‌‌study‌‌talking‌‌about‌‌the‌ ‌ ‌
impact‌o
‌ f‌‌satisfaction.‌‌This‌‌theory‌‌has‌‌something‌‌in‌
‌common‌‌to‌o ‌ ur‌‌research.‌ ‌
SUB-THEORY
THEORY‌#
‌ 2‌ ‌
Theory‌‌Title‌‌-‌‌Value-Precept‌‌Disparity‌‌Theory‌ ‌
 ‌
Theorist‌‌-‌‌Westbrook‌‌&‌‌Reilly‌‌(1983)‌ ‌
Theory‌‌Statement‌‌-‌T
‌ hey‌p
‌ roposed‌‌a‌V
‌ alue-Percept‌
‌Disparity‌ ‌
theory,‌o‌ riginally‌‌formulated‌‌by‌‌Locke‌‌(1967),‌‌as‌a
‌ n‌
‌alternative‌‌to‌‌the‌‌Expectation-‌ ‌
Disconfirmation‌‌paradigm.‌‌Criticizing‌t‌he‌‌predictive‌
‌expectations‌‌used‌a
‌ s‌‌a‌‌comparison‌ ‌
standard‌‌in‌t‌he‌‌traditional‌‌Disconfirmation‌‌paradigm,‌
‌Westbrook‌a‌ nd‌‌Reilly‌a ‌ rgue‌‌that‌‌what‌ ‌
is‌‌expected‌f‌rom‌‌a‌p ‌ roduct‌‌may‌o ‌ r‌‌may‌‌not‌‌correspond‌t‌o‌
‌what‌‌is‌‌desired‌o
‌ r‌‌valued‌‌in‌‌a‌ ‌
product.‌‌Conversely,‌‌that‌‌which‌‌is‌‌valued‌‌may‌o
‌ r‌‌may‌‌not‌
‌correspond‌‌to‌‌what‌i‌s‌‌expected.‌ ‌
Thus,‌‌values‌h
‌ ave‌‌been‌‌proposed‌‌to‌‌be‌‌a‌‌better‌
‌comparative‌‌standard‌‌as‌o‌ pposed‌‌to‌ ‌
expectations‌‌in‌e‌ xplaining‌‌customer‌
‌satisfaction/dissatisfaction.‌A‌ ccording‌‌to‌‌the‌‌value-‌ ‌
percept‌‌theory,‌‌satisfaction‌‌is‌a
‌ n‌e
‌ motional‌‌response‌‌that‌‌is‌
‌triggered‌b
‌ y‌‌a‌‌cognitive‌ ‌
evaluative‌‌process‌‌in‌‌which‌‌the‌p
‌ erceptions‌‌of‌‌an‌‌offer‌‌are‌
‌compared‌t‌o‌o
‌ ne's‌‌values,‌n
‌ eeds,‌ ‌
wants‌‌or‌d
‌ esires‌‌(Westbrook‌‌&‌‌Reilly,‌‌1983).‌S
‌ imilar‌‌to‌‌the‌
‌Expectancy/Disconfirmation‌ ‌
paradigm,‌a ‌ ‌‌growing‌d
‌ isparity‌‌between‌o
‌ ne’s‌‌perceptions‌
‌and‌o
‌ ne's‌‌values‌‌(value-perception)‌ ‌
indicates‌a
‌ n‌‌increasing‌‌level‌‌of‌d
‌ issatisfaction.‌ ‌
 ‌
Relationship‌‌of‌‌the‌‌theory‌t‌o‌t‌he‌‌present‌‌study‌‌-‌‌The‌
‌relationship‌‌of‌‌the‌‌theory‌‌is‌t‌hat‌‌Value-Precept‌ ‌ ‌
Disparity‌‌Theory‌‌tackle‌a
‌ bout‌t‌he‌‌growing‌‌disparity‌
‌between‌‌one’s‌p
‌ erceptions‌‌and‌o ‌ ne's‌‌values‌ ‌ ‌
indicates‌a
‌ n‌‌increasing‌‌level‌‌of‌d
‌ issatisfaction.‌‌This‌t‌heory‌
‌shows‌‌how‌t‌he‌‌value‌‌and‌p‌ erception‌ ‌ ‌
postulates‌‌satisfaction‌a ‌ s‌‌the‌f‌ulfillment‌o
‌ f‌‌consumer‌
‌desires,‌‌values,‌o
‌ r‌‌wants,‌‌as‌‌opposed‌t‌o‌t‌heir‌ ‌ ‌
expectations.‌‌This‌t‌heory‌‌can‌‌help‌‌to‌‌our‌‌research‌‌soon‌a
‌ s‌
‌we‌‌will‌‌conducting‌‌research.‌ ‌
 ‌
 ‌
 ‌
 ‌
 ‌
 ‌
This‌‌implies‌‌that‌‌customers’satisfaction‌‌levels‌‌are‌‌related‌t‌o‌
‌the‌‌strength‌o
‌ f‌‌their‌b
‌ eliefs‌‌regarding‌‌attribute‌ ‌ ‌
importance‌‌multiplied‌b ‌ y‌‌how‌‌well‌‌these‌a
‌ ttributes‌‌meet‌
‌their‌e
‌ xpectations.‌‌This‌‌theory‌‌somewhat‌‌related/‌ ‌ ‌
helpful‌t‌o‌o‌ ur‌‌study‌b‌ ecause‌‌satisfaction‌‌is‌‌somewhat‌‌seen‌
‌as‌a
‌ ‌‌function‌o‌ f‌‌customer‌p
‌ erceptions‌‌of‌ ‌ ‌
performance‌‌and‌‌the‌‌importance‌o
‌ f‌‌that‌‌attribute.‌ ‌ ‌