NORMS VERSES EXPECTATIONS l N
EXPLAINING CONSUMER SATISFACTION
Allan R. Miller, Bentley College
INTRODUCTION
In recent years, consumer behavior and marketing
researchers have shown an increasing interest in
research that exp;ains the consumer satisfaction
process. The focal point of this research has
been the disconfirmation paradigm (Figure One)
(Chur c hill and Suprenant, 1982; Oliver, 1981;
Swan, 1977). In this paradigm, the consumer
brings into the pruchas process a prediction of
future brand/product performance (expectation).
After using the brand/product, the consumer
uses the expectation as a standard of comparison
in comparing perceived performance with the ex-
pectation . The expe c tation is confirmed or dis-
confirmed. Confirmat i on occ urs when the per-
"" ivPrl J><>rformilnce l eve l of the brand/product
m~tches the level of th e expectation. lt can be
thought of as a point between degrees of posi-
tive and negative disconfirmation. When the
perceived performance level of the brand/product
does not equa l the level of th e expec tation,
disconfirmation occurs. Pos itive disconfirma-
t ion results wh en the l eve l of pe r ce ived perfor-
mance i s greater than the level of performance
while negative disconfirmation r es ult s wh e n the
perceived performance leve l i s l owe r than the
level of expectation (Churchill and Suprenant,
1982; Swan, 1977). Satisfaction results from
confirmation or positive disconfirmation while
dissatisfaction results from ne gative discon-
firmation (Woodruff, Cadotte and Jenkins, 1983;
Ol i ver , 198 2 ).
Re ce ntl y , researchers have suggested a modifi-
cation to the sta nd a rd of comparison (Woodruff,
Cadotte, and Jenkins, 1983). In addition to
using e xpecta ti onR, or predication of future
performance, con s umers use experience based
norms as the s tandard of comparison. This mod-
ification i s shown in Figure Two. Norms c an be
base d upon th e con s umers experience wit h the
product, brand , brand item or best bra nd.
J'igun One
101
The first objective of this study is to deter -
mine if d is confirmation of each of the thre e
type s of norms: product, brnad, or best brand
can explain levels of consume r satiHfaction.
Secondly if disconfirmati on of th e norms e xplain
consumer satisfaction whi c h standard of compar-
ison best explains the variance in levels o f
consumerr satisfaction. The third obje c tive of
this study is to determine whether disconfirmn-
tion o f norms or disconfirmations are better ex-
plainers of consumer satisfaction.
Current Res ea r c h
Much ev ide nce ha s bee n pre s ented by n'" " "rch<•rs
showing and c>xistence of a disconfirmation of
expectations and satisfaction (Churchill and
Surprentant, 1982; Oliver, 1981; Swan, 19 77) .
However, cor relations have bee n in the l ow t o
moderate range.
The r e have been conceptua li z ations of th e con-
c ept o f normative standars in the co nsume r sa t -
isfac tion p rocess (Cado tte , Woodruff and
Jenkins, 1983 ). Norms are conseptualized as
being experience-based standars of performance
a product, brand, or competing brands. Th es e
standars, which express cons umers' be lie f s
concerning how a product shou ld perform, ca n be
used as the base for comparison in the disc on -
firmat ion process . Normative standars invo l ve
what a c onsumer should r ece ive f rom a purc hase .
They differ from expectations in that ex pecta-
tions involve what a c onsumt~r will r(~ C t' i vc' from
a purchase.
Little empiri cal research has been condu c t e d o n
this issue. Cadotte, Woodruff and Jenkin s ( 1983)
fou nd t h a t norms a nd expect a t i ons are part o f
the sati s faction process .
Furthe r r esea r c h is needed t o v e rify the e xi st -
ence of norms and expectations. Additi ona l
res ea r c h o n the r o l e of norms a nd e xpec t at i o ns
in the s atisfaction process is indicated.
Th a D>lconl o~tl an Pafadi p
 IIYI'OTHESES
In onll·r to f'X[lminl~ th e issue s prese nted in this
study, Ltw [ollwoing five hypotheses were devel-
npPd. Th e first obj e ctive of this study examine s
LIH • r, · [ationship bPtwe(• n disconfirmation of th e
typ(~~ of nnrm.o.: /PxpPct a tions and consume r sat is-
factions. Th<• first five hypothese examine
this r~lationship.
HI --There is a significant positive
correlation between disconfirmation
of e xpectati ons and satisfaction.
H2 -- Th ere is a s ignificant positive
cor relati on between dis confirmation
of brand norms and satisfaction.
!13 -- ThPre is a significant positive
c orre lation between disconfirmation
or prod<1ct norm and satisfaction.
H4 -- There i s a significant positive
cor r e lation between disconfirmation
of bes t brand norms a nd satisfac tion.
The st>cnnd and third objectives of this study
are conc e rned with det e rmining wh et he r discon-
firmntion of norms or expectati ons are better
e xplainers of consume r satisfaction. Also,
if th e r e are signific ant differences in the
four disconfinnation me asur es in explaining the
va rian ce i n the lev e l s of sa tis fact ion. These
objccLives will be examined in hypoth eses five .
H5 -- The correlations between measure of
th e four types of disconfirmation
measu r e s and sa tisfac tion a re sig-
n ificantly diffe r e nt.
m<• as ure of di sconf irma ti on will be co rre -
~: a c h
l ated with s atisfaction. By de e rmining if the
ocrre l ation s are signi fica ntly di ffe rent, objec -
tive three will be examined. It can be deter-
mined if disconfirmation of norms are bett e r
exp lainers of satisfaction than disconfirmation
of expec tati ons. It can b e also determined
di sconfirmat i on of the variou s n orms diffe r from
eac h other . By r a nk o rde ring t he co rrel a tions,
it c an be de t e rmined whic h disconfirmation s t a n-
dard is th e be st explai ne r of the va riance in
c on s tlllll ' r s atisfnction .
RESEARCH DESIGN
Set ting
In orde r ' fo r c on s umers to ha ve e xpe ri e nc e upon
whi c h t hey c ould use t o f o rm normative standards
and expe c t at i o ns, a product or service was nee d-
ed that would be familiar to potentia l respon-
dent s . A fast -food hamburge r type restaurant
was se l ec t e d as th e set t i ng for this s tudy.
The se r es t a u rant s have wi de appeal and many
consume rs have experie nce dining at this type
o f re s t a urant. Th e con s ume r's experie nce s are
<~tili z <'d in th<' fnrmntion of norms a nd e xpec ta -
102
tions. Prior experience with all fast-fo od r e s-
taurants are used to form standars with th e
product norm. Expe rien ces with the r esta ur a nt
chain are used t o form brand item normative
standards. The respond e nt wi I I be ~sk<'d t o prr
diet per fo rmanc e for the restaurant us <'d in the
study. This is the respondent's expectation.
A national fast-food hamburger chain r estau r ant
located in a southeastern city was used as th e
setting fo r this study. This r es taura nt appear -
ed t o be extremely busy during periods of ob-
s e rvation.
Sample
A sample of consumers from the relevant trad i ng
area of the restaurant was ob tained for thi s
study. Ninety-six residents of the area we re
utilize d as the r esearc h samr-le . Over nin e t y
percent of the sample ~ad dined at a resta u rant
of the chain ut ilizedin the study within the
three months prior to the study . The rfore, the
sampl e members had sufficient experiences upon
which t o form norms and expectations.
Measurement of Variabl es
In this study me asures ne e de d to be obtained
disconfirmation and satisfaction . Vari ous
measures of dis co nfirmat ion were obtaine d.
The perceived d isconfirmati on measure s best
explained the variance in the levels of satis-
facti on and the rfore will be used in this study.
After dining at the restaurant respondents were
asked if their norms or e xpe ctations we r e dis -
co nfirme d on a five po int e qual appearing inter-
val scale. Th e que stion for disconf i rmati on of
the bes t brand norm is:
Compared to the one fast-food restaurant
you liked the best, h ow did this restaurant
rate ?
l'luch better Better About the same Huc:h worse
CJ 0 D 0 0
Similar questions we re aske d for the product
mo rm, bra nd norm, a nd e xpe ctatio n. This type
of scale has the c haracteristi cs of an interval
l eve l scale a nd statistics that assume interval
l e ve l measu rements can be utilized in data anal-
ysis (Osgood, Suci, and Tanne nbaum, 1957).
Satisfac tion was a l so me asured on a fi ve point
equa l appe ari ng int e rval scale .
STATISTICAL TESTS
Hypothes es one through four attempt to det e rmine
whet he r signi ficant pos itive correla tions ex ist
be tween the various disconfirmation me asures
a nd s a tis fa ction. Pe arson's corre lation coeffi-
c i e n t (r) wa s used to determine the correlations
a nd th f' l e vel of significane o f th e corre l a tion&