Confirmation-Confirmation Theory
rating systems encourage hotel operators to improve their service quality, which may lead to changes in hotel performance.
Figure: 3 Relationship of Hotel Rating Systems, Service Quality Improvement and Hotel Performance Changes
Those reasons are motivations for researchers try to find out the measurement models of customer satisfaction and service quality in various industries.
2.3.3 Confirmation-Disconfirmation Theory
Customer satisfaction is defined as a post-purchase evaluative judgment concerning a specific buying decision (Homburg and Giering, 2001). According to the confirmation-disconfirmation paradigm, customers assess their levels of satisfaction by comparing their actual experiences with their previous experiences, expectations,
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Indeed, some dimensions of satisfaction may be more important antecedents of repeat-purchase behavior and loyalty than others …show more content…
Researchers suggest that the “people factor” (i.e., service quality), in terms of tangibility, reliability, responsiveness, assurance, and empathy (Zeithaml et al., 1994), may be the most silent in determining overall satisfaction and repeated purchasing in service industry (Ganesh et al, 2000; Yüksel and Yüksel, 2002). The argument for the importance of the “people factor” is further supported by the services-marketing literature, which, emphasize the intangibility of services, advances service encounters as predominantly interpersonal interactions (Czepiel, 1990). Consequently, as with other social relationships, the bond between the hotel representative and the guest is more heavily weighed when the guest makes a satisfaction judgment than when the guest makes no such judgment. Crosby, Evans, and Cowles (1990) found that the quality of the relationship between the hotel representative and the guest determines the probability of continued interchange (i.e., loyalty) between those parties in the future. These and other studies seem to suggest that having an interpersonal relationship with someone in the organization can lead a customer to become more committed, or loyal,
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