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Running head: BUSINESS RESEARCH METHODBusiness Research MethodName of the StudentName of the UniversityAuthor note
1BUSINESS RESEARCH METHODIntroductionThe base of satisfaction exists in mankind’s abilities of learning from their previousexperiences. A number of theories have been made use of for understanding the procedurethrough which satisfaction judgments is formed by customers. Over the years of research,authors and researchers have used or many forms of comparison to define and modelsatisfaction. Some of the most advanced theoretical approaches include assimilation theory,negativity theory, contrast theory and assimilation-contrast theory. Among these, the mostcommonly discussed is the assimilation theory. The theory was originally extracted from KurtLewin’s theory of cognitive dissonance, which later was developed and refined by Festinger.Dissonance theory is the basis of assimilation theory (Oliver 2014). DiscussionSummary of the Theory and Progression in the FieldThe dissonance theory sets that the clients of a specific product make some sort ofcognitive correlation between expectations about the product and the apparent productperformance. In the event that there is a disparity amongst expectations and saw productperformance then dissonance or negative disconfirmation emerges. This perspective of theshopper "post-usage evaluation" was brought into the satisfaction literature as assimilation theory(Festinger 1962). Consumers have the option of reducing the tension that results from anydiscrepancy amongst expectations and product performance in two ways – by distorting theexpectations to make them accord with perceived product performance or raise the satisfactionlevel by means of minimization of the relative importance of the disconfirmation experienced. Ifthe consumers adjusts either their expectations or their perceptions regarding product
2BUSINESS RESEARCH METHODperformance then the dissatisfaction would not become a result of the post usage evaluationprocedure. This theory has an implication that it is the responsibility of the promotional mix of aproduct to substantially direct expectations above product performance for obtaining a bettercustomer evaluation or observation of the company’s product (Vivek, Beatty and Morgan 2012). Themes/FindingsAccording to Wanjiku, Ombui and Iravo (2016), assimilation theory indeed comes fromdissonance theory. Their discussion continues on the assessment of any discrepancy amongexpectations and perceived product performance, which leads to the rising of dissonance. Thearticle also discusses about the weaknesses of the assimilation theory. The approach suggests thatthere is a connection between satisfaction and expectation, however, not specifying the waydisconfirmation of an expectation the theory even suggest that customers have that much ofinspiration among them for adjusting either their perceptions or their expectations in regards tothe product performance. Controlling for actual product performance could lead to a constructiverelationship between satisfaction and expectation. It would seem that dissatisfaction can neverhappen except the evaluative processes were to start with negative customer expectations. Themain aim of this research is examining the influence of the customer service stratgeies on thecustomer satisfaction of the firms. Lankton and McKnight (2012) discusses assimilation theoryin response to the postulation that if it is perceived by individuals that the discrepancy amongexpectations and performance is small enough, they would accept the disparity and assimilatetheir performance evaluations towards their expectations. Therefore, assimilation reduces theexisting cognitive dissonance amongst expectation and performance perceptions. Assimilationtheory backs the positive association amongst expectations and satisfaction as individuals reactto performance with similar satisfaction levels as their expectations. The major focus of this
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