The Expectancy$-$disconfirmation model highlighted in chapter $10$ is a good tool that could be

used to assess whether a customer is satisfied or unsatisfied $($read $$perceptions of product

quality$$ section on page $313).$

This model can be also expressed statistically as: S $=$w$($i$)($p$($i$)-$e$($i$)),$ where satisfaction $($S$)$ is a

function of the importance weight w$($i$)$ that consumers assign to each attribute $($i$)$ and the

difference between perceptions and expectations $($p$($i$)-$e$($i$)).$

$$ When the sum of all perceptions minus expectations equals zero, consumers are

perfectly satisfied.

$$ When this sum dips below zero, consumers become dissatisfied, and

$$ When returns a value greater than zero, consumers are delight.

Imagine that you have been hired by a well$-$known marketing research firm. Your supervisor has

asked you to use the expectancy disconfirmation model $($for review refer to page $314$ and the

instructor notes of Module $8$ in the syllabus$)$ to evaluate a consumer$$s post$-$hoc satisfaction level

for a recent purchase of running shoes. For the practice purpose of this assignment, you can

ask a consumer who is your friend, your colleague or a member of your family.

$1.$ Identify three determinant attributes for this consumer $($e$.$g$.$ Comfort, style,

durability$).$

$2.$ Determine the consumer$$s importance weights for each attribute, such that they

total $100$ percent. For example comfort$=30\%,$ style $=10\%$ and durability $60\%.$

$3.$ On a $1$ to $7$ scale, ask the consumer to rate how s$/$he expected the brand to

perform on each of these attributes, prior to purchase $($for example, comfort$=6,$

style $=4$ and durability$=6).$

$4.$ Also on a $1$ to $7$ scale, ask the consumer to rate his$/$her actual perceptions of how

the shoe has performed on each of these attributes.

$5.$ Plug the weights $($w$),$ expectations $($e$)$ and perceptions $($p$)$ into formula: S $=$w $($pe$),$ where S is satisfaction level.

Does the outcome of the function suggest that this consumer is satisfied, delight or

dissatisfied? Ask the consumer if s$/$he is satisfied to see if the model is consistent

with consumer$$s response.