Assignment QuestionsThe Expectancy-disconfirmation model highlighted in chapter 10 is a good tool that could be used to assess whether a customer is satisfied or unsatisfied (read perceptions of product quality section on page 300).This model can be also expressed statistically as: S = w(i) (p(i)-e(i)), where satisfaction (S) is a function of the importance weight w(i) that consumers assign to each attribute (i) and the difference between perceptions and expectations (p(i)-e(i)). When the sum of all perceptions minus expectations equals zero, consumers are perfectly satisfied.
When this sum dips below zero, consumers become dissatisfied, and
When returns a value greater than zero, consumers are delight.Imagine that you have been hired by a well-known marketing research firm. Your supervisor has asked you to use the expectancy disconfirmation model (for review refer to page 297 and the instructor notes of Module 8 in the syllabus) to evaluate a consumers post-hoc satisfaction level for a recent purchase of running shoes. For the practice purpose of this assignment, you can ask a consumer who is your friend, your colleague or a member of your family.1. 1. 2. Determine the consumers importance weights for each attribute, such that they total 100 percent. For example comfort=30%, style =10% and durability 60%.1. 3. On a 1 to 7 scale, ask the consumer to rate how s/he expected the brand to perform on each of these attributes, prior to purchase (for example, comfort=6, style = 4 and durability=6).1. 4. Also on a 1 to 7 scale, ask the consumer to rate his/her actual perceptions of how the shoe has performed on each of these attributes.1. 5. Plug the weights (w), expectations (e) and perceptions (p) into formula: S = w (p- e), where S is satisfaction level.Does the outcome of the function suggest that this consumer is satisfied, delight or dissatisfied? Ask the consumer if s/he is satisfied to see if the model is consistent with consumers response.
Are you looking for a similar paper or any other quality academic essay? Then look no further. Our research paper writing service is what you require. Our team of experienced writers is on standby to deliver to you an original paper as per your specified instructions with zero plagiarism guaranteed. This is the perfect way you can prepare your own unique academic paper and score the grades you deserve.
Use the order calculator below and get started! Contact our live support team for any assistance or inquiry.