Reference no: EM132654101
Imagine that you work for a well-known marketing research firm. Your supervisor has asked you to use the expectancy disconfirmation model to evaluate a consumer's post-hoc satisfaction level for a recent purchase of running shoes.
Your Challenge:
Question 1. Identify three determinant attributes for this consumer (e.g., comfort, style, durability).
Question 2. Determine the consumer's importance weights for each attribute, such that they total 100%. For example, comfort = 30%, style = 10%, and durability = 60%.
Question 3. On a 1 to 7 scale, ask the consumer to rate how he expected the brand to perform on each of these attributes, prior to purchase (for example, comfort = 6, style = 4, and durability = 6).
Question 4. Also on a 1 to 7 scale, ask the consumer to rate his actual perceptions of how the shoe has performed on each of these attributes.
Question 5. Plug in the weights, expectations, and perceptions into the formula: S = Σw(p-e). Does the outcome of the function suggest that this consumer is satisfied, delighted, or dissatisfied? To see if the model is consistent with the consumer's response, ask the consumer if he is satisfied.
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