Expectation-Performance compatibility in a Customer Satisfaction Context Modelled by Means of Aggregation Operators

Abstract

In this article, we investigate the role of the customer's expectation in relation to the customer's post-purchase intentions, such as recommendation and loyalty. We hypothesize that the degree of compatibility between the customer's expectation and the perceived product performance is positively correlated to the customer's intentions. Furthermore, we show two approaches to estimate the expectation-performance compatibility, both based on aggregation operators. Finally, we provide empirical evidence which supports the hypothesis that both negative and positive incompatibility have a negative effect on the customer's intentions, while compatibility has a positive effect on the customer's intentions.