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Interaction of normative and predictive expectations in customer satisfaction and emotions

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Abstract

There is a dearth of systematic analysis of role of normative and predictive expectations in generating customer outcomes. The goal of the present empirical study is to establish how interaction of two types of expectations affects customer satisfaction and emotions in terms of their valence and arousal. Different combinations of normative and predictive expectations constitute different scenarios; hence, methodology of scenarios was used in measuring expectations for both services and products. The study demonstrated that normative and predictive expectations in conjunction, rather than separately, generated commensurate levels of customer satisfaction and emotions. Another finding of the current study is the moderating effect of emotional valence on the relationship between emotional arousal and satisfaction. The valence sign changes the direction of the relationship between emotional arousal and satisfaction. Positive emotional valence strengthens the relationship between them; in contrast, when emotional valence is negative, arousal negatively impacts satisfaction. The implication is that intense positive emotions are associated with higher customer satisfaction while intense negative emotions are associated with lower satisfaction. Theoretical and practical implications and venues for future research are discussed.

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Authors and Affiliations

  1. Management Department, Bertolon School of Business, Salem State University, 352 Lafayette Street, Salem, MA, 01970, USA

    Gavriel Meirovich & Myunghee Mindy Jeon

  2. Marketing and Decision Sciences Department, Bertolon School of Business, Salem State University, Salem, USA

    Linda Jane Coleman

Authors
  1. Gavriel Meirovich
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  2. Myunghee Mindy Jeon
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  3. Linda Jane Coleman
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Correspondence to Gavriel Meirovich.

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Appendix

Appendix

Scenario 1: (Perf = NE, Perf > PE)

Positive disconfirmation of (low) predictive expectations and confirmation of normative expectations

It is Friday afternoon, and your friend called you wanting to meet you to discuss some important issue over dinner. You called several restaurants around to make a reservation, but they were fully booked for the evening. Finally, you found a restaurant that was available, but you remembered that you hadn’t have a great experience with the restaurant in the past. Its reviews were not very high, and they did not take reservations. (Low PE/ PE < NE). Since it was Friday night, you were afraid that you would wait a long time in a line. (Low PE/ PE < NE). However, after only 10 min, which was quite reasonable, a greeter approached you and had you seated at the table. (Perf > PE; Perf = NE).

After your group was seated, a server brought your drink in no time, which was much quicker than you usually anticipated. (Perf > PE). The server took your order for Lamb steak at medium rare, which is your most favorite item on the menu. Later, the server came back and told you they were out of lamb, but they would be happy to provide the same menu with beef. After some hesitation, you reluctantly accepted it. (PE < NE). Beefsteak turned out to be cooked at medium rare and was quite tender and juicy. You washed away your regret about the Lamb steak. (Perf = NE, Perf > PE).

Scenario 2: (Perf < NE, Perf < NE)

Negative disconfirmation of both normative and predictive expectations

You and your friend decided to go out for a relaxing dinner on a Friday night. Since you made a reservation already, you assumed for the table should have been ready upon your arrival at the restaurant (NE = 0 min). Upon entering to the dining hall, a greeter approached your group and apologetically mentioned that you would have to wait until the table was cleaned up and it would be done within 5 min (PE = 5 min; PE < NE). In 5 min, the table was not ready yet, and your group kept waiting. Finally, you and your friend were seated after you waited another 10 min. (Perf < NE, Perf < NE).

After your group was seated, a server took your order for lamb steak at medium rare, which is your most favorite item on the menu. Later, the server came back and told you they were out of lamb, but they would be happy to provide the same menu with beef. With some hesitation, you reluctantly accepted it. When the entrees finally arrived, you realized that your beefsteak was slightly overcooked, not as tender as you expected. You regretted to order beef rather than fish. (Perf < NE, Perf < NE).

You wanted to finish your meal with your favorite dessert, Crème brûlée. The server informed you that the restaurant was out of that item but did not suggest with alternative choices. You asked for the bill, and the server did not bring it until you reminded him 3 times, which was unusual and inappropriate. (Perm < NE, Perm < NE).

Scenario 3: (Perf < NE, Perf = PE)

Negative disconfirmation of normative expectations and confirmation of (low) predictive expectations

You and your friend decided to go out for a relaxing dinner on a Friday night. Since you did not make a reservation, you believe that it is quite acceptable/normal to wait at about 20 min for a table. Upon entering to the restaurant, you are told by a greeter that you would have to wait at least 40 min (Low PE/PE < NE). Indeed, after you waited 40 min, you finally are seated at a table. (Perf = PE).

After your group was seated, a server took your order for a lamb steak at medium rare, which was your most favorite item on the menu. Later, the server came back and told you they were out of lamb, but they would be happy to provide the same dish with beef. After some hesitation, you reluctantly accepted it (Low PE/PE < NE). The beefsteak was cooked exactly at medium rare and tender, but as you anticipated, it was not as tasty as a lamb steak (Perf < NE; Perf = PE).

You wanted to finish your meal with your favorite dessert, Crème brûlée, but the server informed you that the restaurant was out of that item (Perf < NE). However, the server recommended another item of the restaurant, Chocolate mousse cake. This is not your favorite item, but you agreed to take it. The cake turned to be exactly as you predicted (Perf = PE).

Scenario 4: (Perf > NE, Perf > PE)

Positive disconfirmation of both normative and predictive expectations

You and your friend decided to go out for a relaxing dinner on a Friday night. Since you did not make a reservation, you believe that it is quite acceptable to wait about 20 min for a table. Upon entering to the restaurant, luckily you were seated at a table immediately (Perf > NE, Perf > PE). The server acknowledged that you were there right away with smiles. Once you placed your drink orders while you had a chat with your friend, the drink was served within 1 min, which was quicker than you usually anticipated (Perf > PE).

After your group was seated, a server took your order for a Lamb steak at medium rare. The server mentioned that you were lucky today because they received high quality fresh Lamb just delivered from a new supplier. The steak was cooked exactly at medium rare, tender and juicy; you enjoyed every bite of the lamb steak. You did not remember when you had such a delicious meal. (Perf > NE, Perf > PE).

Upon your request, the server recommended several popular dessert menus. As you picked Crème brûlée, it was turned out to be a perfect dessert coming along with the lamb steak. You enjoyed the entire meal having a great conversation with your friend. Your overall dining experience was amazing. (Perf > NE, Perf > PE).

Scenario 5: (Perf = NE, Perf = NE)

Confirmation of both normative and (high) predictive expectations

You and your friend decided to go out for a relaxing dinner on a Friday night. Since you made a reservation already and restaurant was known to you for its good service (NE = PE), you expected for the table should have been ready upon your arrival at the restaurant. Upon entering the dining hall, you were immediately greeted and seated at the table (Perf = NE, Perf = NE).

The server acknowledged that you were there right away with smiles. Once you placed your drink orders while you had a chat with your friend, the drink was served within 5 min, which was what you usually expected (Perf = NE).

After the drinks were served, a server took your order for Lamb steak at medium rare. You had this entree just a few weeks ago with another friend and remembered it was delicious. The Lamb steak was cooked precisely at medium rare, tender, juicy and as tasty as you ate before (Perf = NE, Perf = NE).

Upon your request, the server recommended several popular dessert menus. As you picked Crème brûlée, and it turned out to be as great as you anticipated (Perf = NE; Perf = PE). You enjoyed the entire meal having a very good time with your friend. Your overall dining experience is flawless (Perf = NE).

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Meirovich, G., Jeon, M.M. & Coleman, L.J. Interaction of normative and predictive expectations in customer satisfaction and emotions. J Market Anal 8, 69–84 (2020). https://doi.org/10.1057/s41270-020-00078-4

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