Phycological aspects : Disconfirmation and satisfaction

After the last #uce webinar by Margareta Friman, watching videos at the module’s webpage by Lars E. Olsson, Tore Pedersen and reading Richard L Oliver’s article on the topic , following are are some quick reflections and thoughts.

Earlier studies on the topic of customer’s satisfaction determined that its dependent on the ratio of performance / expectations! Higher the ratio , higher the satisfaction ! New studies show that it may not be the case!.  A customer satisfaction (for products or services) is a much more complex process.  Customers pre and post purchasing decisions may be influenced by a number of subjective factors….

The questions/conversation i am having to myself right now are ..

1- How does “satisfaction” vary in short and long sales cycles? Afterall, the pre and post purchase experience (disconformations) of buying an influenza vaccine for personal use is different than buying in B2B context.. unless its not… ?

2. If the quality/performance of the product or service is not as important (objectively)  then what strategies one should be employing to influence the (subjective)  purchasing decisions of the buyers.. ?

3. Does a  purchaser’s subjective satisfaction (or the degree of disconfirmation)   vary in different cultures  for the same product or service… ?.. i am hoping not!..

4. Managing the pre and post  purchase expectations is as important as the performance (be it perceived or actual) itself..

5. Identifying emotions (emotional intelligence , a very desired personal trait in any situation.. .)  is very important in understanding the successful journey of a satisfied customer..

At the end (on a light note :).. customers subjective well being or happiness ..I am thinking.. if a customer is genetically wired to be unhappy (as per Lars Olsson diagram in the explanation.) no matter what a product or service provider does.. the situation will be hopeless … ….   Not !  if the seller works hard on the the “buying experience” part of the the process…

Time to continue to other readings now..


4 thoughts on “Phycological aspects : Disconfirmation and satisfaction

  1. Hi
    this is something I would like to dig a bit deeper on. We often talk about a service being delivered: quickly, at a low cost or with excellent Quality. I believe that we have a lot to gain by meeting customers expectations and be clear with oru focus and also follow up future expectations based on our performance today.

    Managing the pre and post purchase expectations is as important as the performance (be it perceived or actual) itself..

    Liked by 1 person

  2. Hi there !
    I’d like to react on your third point and from my past experience I can tell you that there differences in satisfaction (or in the way to voice it at least) between different countries.
    I used to work for an online shoe retailer that was providing the same experience to all the countries it delivered to (16 countries in Europe). While the experience was the same there was a difference on average in the satisfaction results between the countries (not surprisingly between northern and southern Europe).
    Of course the causes can be diverse. Are the results lower because some nationalities are more difficult to please than others ? Or because some people think 7/10 is a very good result while others think it is an ok result ? There could be many explanations but I’m sure culture plays a role in our satisfaction and our ways to express it 🙂


    1. Or Northern European’s 9/10 is same as a southern European’s 7/10 as long as there is a pattern and the service or product provider understands it .. and keep trying to understand and improve the experience with more focus on the customer’s subjective wellbeing attached to the product or service. May be it’s easy to write and difficult to implement in reality 😀.
      Thanks for the input


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