EXPECTATION-CONFIRMATION THEORY

Hamideh IrajSahar Najafikhah

Delone and McLean IS Success Model1Expectation Confirmation Theory2

Organizational Learning3

4

Evaluation Theories

SERVQUAL

A General View on Expectation-Confirmation Theory (ECT)

• Alternate nameExpectation disconfirmation theory (EDT)

• Originating areaMarketing, Consumer behavior• Level of analysisIndividual

Originating authorsECTRichard L. Oliver

Vanderbilt University Owen Graduate School of Management

ECM

Anol Bhattacherjee

College of Business AdministrationUniversity of South Florida

Consumer satisfaction

● A fundamental and crucial concept in marketing studies

● The single most important construct that determines

consumers’ subsequent behavior

● A fundamental prerequisite to establish customer loyalty

and continuance usage intention

ECT and ECM

The Expectation–Confirmation Theory (ECT)

● Predict consumers’ behavior ● Deploy necessary marketing

strategies based on the consumer-satisfaction status

The Evolution of Expectation–Confirmation Model (ECM)

concentrated on post-acceptance variables (such as “post-usage expectations” which the author named as “perceived usefulness”)

The Expectation–Confirmation Theory (ECT)

Diagram/schematic of theory

The Expectation–Confirmation Theory (ECT)1. First, consumers form initial expectation about a

specific product or service prior to purchase

2. Following a period of initial consumption, they form perceptions about its performance.

3. Third, they assess the perceived performance of the product/service

4. Fourth, the consumers form a level of satisfaction.

The Expectation–Confirmation Theory (ECT)- cont.

Positive disconfirmation (performance > expectation)

Simple confirmation (performance = expectation)

Negative disconfirmation (performance < expectation)

ECT Limitations

1. Limitation in explaining IS expectation formation process

2. ECT mainly focuses on consumers’ repurchase intention. It cannot capture the IS products/services quality factors (system quality, information quality and service quality)

3. It needs to be modified in defining the subject as ECT deals with consumers rather than with customers

customer : pays for a product/serviceconsumer: consumes/uses the product/service

The Expectation–Confirmation Model (ECM)

The Expectation–Confirmation Model (ECM)

1. First, after using a particular IS for a period of time the users form a conception of perceived usefulness,

2. Second, the users determine to what extent their perception of usefulness about that IS has been confirmed

3. If the user finds that the product/service is as useful as he/she perceived, he/she forms a notion of satisfaction.

4. Finally, satisfied users intend to continue the usage of that IS whereas dissatisfied users intend to discontinue the service

ECM in comparison with ECT

Resources

1. Integrated Series in Information Systems, Volume 28, Information Systems Theory Explaining

and Predicting Our Digital Society, Vol. 1, Springer; 2012 edition

2. Bhattacherjee, A. Understanding information systems continuance: An expectation–

confirmation model. MIS Quarterly, 25(3), 351–370,September 2001

3. http://istheory.byu.edu/wiki/Expectation_confirmation_theory

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