Ten kinds of expectations
Diez tipos de expectativas
##plugins.themes.bootstrap3.article.sidebar##
PDF ESPAÑOL
FLIP
##plugins.themes.bootstrap3.article.main##
The concept of expectations has been extensively studied for decades; this has caused a terminological proliferation, alongside semantic confusion. This paper undertakes to provide an integrated framework to facilitate the study of expectations. A number of ways to interpret expectations has been found; the authors conducted content analysis and identified four approaches: i) comparison, ii) ideal amount, iii) levels, and iv) assessment point. In addition, we tried to shed light as to the factors which influence the creation of expectations, how judgments affect the service, and what limits should be considered to define service delivery levels. All these questions seek to determine the presence of expectations throughout the purchase process.
Downloads
##plugins.themes.bootstrap3.article.details##
Anderson, E. W., & Salisbury, L. C. (2003). The formation of market-level expectations and its covariates. Journal of Consumer Research, 30(1), 115-124.
https://doi.org/10.1086/374694 DOI: https://doi.org/10.1086/374694
Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), 125-143.
https://doi.org/10.1287/mksc.12.2.125 DOI: https://doi.org/10.1287/mksc.12.2.125
Andreassen, T. W. (2000). Antecedents to satisfaction with service recovery. European Journal of Marketing, 34(1-2), 156-175.
https://doi.org/10.1108/03090560010306269 DOI: https://doi.org/10.1108/03090560010306269
Bebko, C. P. (2000). Service intangibility and its impact on consumer expectations of service quality. Journal of Service Marketing, 14(1), 9-26.
https://doi.org/10.1108/08876040010309185 DOI: https://doi.org/10.1108/08876040010309185
Benedicktus, R. L. (2011). The effects of 3rd party consensus information on service expectations and online trust. Journal of Business Research, 64(8), 846-853.
https://doi.org/10.1016/j.jbusres.2010.09.014 DOI: https://doi.org/10.1016/j.jbusres.2010.09.014
Berry, L. L., & Parasuraman, A. (1991). Marketing services. Competing through quality. New York: Simon and Schuster. Free Press.
Bitner, M. J. (1990). Evaluating service encounters: The effects of physical surroundings and employee responses. Journal of Marketing, 54(2), 69-82.
https://doi.org/10.1177/002224299005400206 DOI: https://doi.org/10.1177/002224299005400206
Bitner, M. J., Booms, B. H., & Tetreault, M. S. (1990). The service encounter: Diagnosing favourable and unfavourable incidents. Journal of Marketing, 54(1), 71-84.
https://doi.org/10.1177/002224299005400105 DOI: https://doi.org/10.1177/002224299005400105
Bolton, R. N., & Lemon, K. N. (1999). A dynamic model of customer usage of services: Usage as an antecedent and consequence of satisfaction. Journal of Marketing Research, 36, 171-186.
https://doi.org/10.1177/002224379903600203 DOI: https://doi.org/10.1177/002224379903600203
Boulding, W., Kalra, A., & Staelin, R. (1999). The quality double whammy. Marketing Science, 18(4), 463- 484.
https://doi.org/10.1287/mksc.18.4.463 DOI: https://doi.org/10.1287/mksc.18.4.463
Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V. A. (1993). A dynamic process model of service quality: From expectations to behavioural intentions. Journal of Marketing Research, 30(1), 7-27.
https://doi.org/10.1177/002224379303000102 DOI: https://doi.org/10.1177/002224379303000102
Cadotte, E. R., Woodruff, R. B., & Jenkins, R. L. (1987). Expectations and norms in models of consumer satisfaction. Journal of Marketing Research, 24(3), 305-314.
https://doi.org/10.1177/002224378702400307 DOI: https://doi.org/10.1177/002224378702400307
Chen, C. F., & Chen, F. S. (2010). Experience quality, perceived value, satisfaction and behavioural intentions for heritage tourists. Tourism Management,31(1), 29-35.
https://doi.org/10.1016/j.tourman.2009.02.008 DOI: https://doi.org/10.1016/j.tourman.2009.02.008
Choi, S., & Mattila, A. S. (2008). Perceives controllability and service expectations: Influences on customer reactions following service failure. Journal of Business Research, 61(1), 24-30.
https://doi.org/10.1016/j.jbusres.2006.05.006 DOI: https://doi.org/10.1016/j.jbusres.2006.05.006
Clow, K. E., Kurtz, D. L., & Ozment, J. (1998). A longitudinal study of the stability of consumer expectations of services. Journal of Business Research, 42(1), 63-73.
https://doi.org/10.1016/S0148-2963(97)00098-2 DOI: https://doi.org/10.1016/S0148-2963(97)00098-2
Clow, K. E., Kurtz, D. L., Ozment, J., & Soo Ong, B. (1997). The antecedents of consumer expectation of services: an empirical study across four industries. The Journal of Services Marketing, 11(4), 230-248.
https://doi.org/10.1108/08876049710171704 DOI: https://doi.org/10.1108/08876049710171704
Czepiel, J. A. (1990). Service encounters and service relationships: Implications for research. Journal of Business Research, 20(1), 13-21.
https://doi.org/10.1016/0148-2963(90)90038-F DOI: https://doi.org/10.1016/0148-2963(90)90038-F
Dawar, N., & Pillutla, M. M. (2000). Impact of product- harm crises on brand equity: the moderating role of consumer expectation. Journal of Marketing Research, 37(2), 215-226.
https://doi.org/10.1509/jmkr.37.2.215.18729 DOI: https://doi.org/10.1509/jmkr.37.2.215.18729
Dean, A. M. (2004). Rethinking customer expectation of service quality: are call centers different?" Journal of Services Marketing, 18(1), 60-77.
https://doi.org/10.1108/08876040410520717 DOI: https://doi.org/10.1108/08876040410520717
Duque-Oliva, E. J., & Mercado-Barboza, M. (2011). ATC-PSQUAL scale: a proposal to measure perceived quality of the air traffic Control service. Innovar, 21(41), 169-185.
Evans, K. R., Stan, S., & Murray, L. (2008). The customer socialization paradox: The mixed effects of communicating customer role expectations. Journal of Services Marketing, 22(3), 213-223.
https://doi.org/10.1108/08876040810871174 DOI: https://doi.org/10.1108/08876040810871174
Finsterwalder, J., Kuppelwieser, V. G., & De Villiers, M. (2012). The effects of film on shaping consumer expectations in the entertainment industry. A qualitative analysis. Journal of Retailing and Consumer Services, 19(6), 589-595.
https://doi.org/10.1016/j.jretconser.2012.07.004 DOI: https://doi.org/10.1016/j.jretconser.2012.07.004
Fisk, R. P. (2011). Liberating services customers: The 21st century challenge. Innovar, 21(42), 17-24.
Gnoth, J. (1997). Tourism motivation and expectation formation. Annals of Tourism Research, 24(2), 283-304.
https://doi.org/10.1016/S0160-7383(97)80002-3 DOI: https://doi.org/10.1016/S0160-7383(97)80002-3
Golder, P. N., Mitra, D., & Moorman, C. (2012). What is quality? An integrative framework of processes and states. Journal of Marketing, 76(4), 1-23.
https://doi.org/10.1509/jm.09.0416 DOI: https://doi.org/10.1509/jm.09.0416
Grönroos, C. (1994). Marketing y gestión de servicios. La gestión de los momentos de la verdad y la competencia en los servicios. Madrid: Díaz Santos.
Gutiérrez Rodríguez, P., Vázquez Burguete, J. L. & Cuesta Valiño, P. (2010). Valoración de los factores determinantes de la calidad del servicio público local: un análisis de la percepción de los ciudadanos y sus repercusiones sobre la satisfacción y credibilidad. Innovar, 20(36), 139-156.
Hamer, L. O., Shaw-Ching Liu, B., & Sudharshan, D. (1999). The effects of intraencounter changes in expectations on perceived service quality models. Journal of Services Research, 1(3), 275-289.
https://doi.org/10.1177/109467059913008 DOI: https://doi.org/10.1177/109467059913008
Higgs, B., Polonsky, M. J., & Hollick, M. (2005). Measuring expectations: Forecast vs. ideal expectations. Does it really matter? Journal of Retailing and Consumer Services, 12(1), 49-64.
https://doi.org/10.1016/j.jretconser.2004.02.002 DOI: https://doi.org/10.1016/j.jretconser.2004.02.002
Iglesias, V. (2004). Preconception about service. How much do they influence quality evaluations? Journal of Service Research, 7(1), 90-103.
https://doi.org/10.1177/1094670504266139 DOI: https://doi.org/10.1177/1094670504266139
Johnson, C., & Mathews, B. P. (1997). The influence of experience on service expectations. International Journal of Service Industry Management, 8(4), 290-305.
https://doi.org/10.1108/09564239710174381 DOI: https://doi.org/10.1108/09564239710174381
Kalamas, M., Laroche, M., & Cézard, A. (2002). A model of the antecedents of should and will service expectations. Journal of Retailing and consumer Services, 9, 291-308.
https://doi.org/10.1016/S0969-6989(02)00016-4 DOI: https://doi.org/10.1016/S0969-6989(02)00016-4
Kirmani, A., & Rao, A. R. (2000). No pain, no gain: A critical review of the literature on signaling unobservable product quality. Journal of Marketing, 64(2), 66-79.
https://doi.org/10.1509/jmkg.64.2.66.18000 DOI: https://doi.org/10.1509/jmkg.64.2.66.18000
Kopalle, P. K., & Lehmann, D. R. (2001). Strategic management of expectations: The role of disconfirmation sensitivity and perfectionism. Journal of Marketing Research, 38(3), 386-394.
https://doi.org/10.1509/jmkr.38.3.386.18862 DOI: https://doi.org/10.1509/jmkr.38.3.386.18862
Kopalle, P. K., & Lehmann, D. R. (2006). Setting quality expectations when entering a market: What should the promise be? Marketing Science, 25(1), 8-24.
https://doi.org/10.1287/mksc.1050.0122 DOI: https://doi.org/10.1287/mksc.1050.0122
Kopalle, P. K., & Winer, R. S. (1996). A dynamic model of reference price and expected quality. Marketing Letters, 7(1), 41-52.
https://doi.org/10.1007/BF00557310 DOI: https://doi.org/10.1007/BF00557310
Kopalle, P. K., Lehmann, D. R., & Farley, J. H. (2010). Consumer expectations and culture: The effect of belief in karma in India. Journal of Consumer Research, 37(2), 251-263.
https://doi.org/10.1086/651939 DOI: https://doi.org/10.1086/651939
Kueh, K., & Voon, B. H. (2007). Culture and service quality expectations. Evidence from generation Y consumer in Malaysia. Managing Service Quality, 17(6), 656-679.
https://doi.org/10.1108/09604520710834993 DOI: https://doi.org/10.1108/09604520710834993
Kumar, P., Kalwani, M. U., & Dada, M. (1997). The impact of waiting time guarantees on customers' waiting experiences. Marketing Science, 16(4), 295-314.
https://doi.org/10.1287/mksc.16.4.295 DOI: https://doi.org/10.1287/mksc.16.4.295
Medrano N., Olarte-Pascual C., Pelegrín-Borondo J., & Sierra-Murillo Y. (2016) Consumer Behavior in Shopping Streets: The Importance of the Salesperson's Professional Personal Attention. Front. Psychol. 7(125) 1-14. doi: 10.3389/fpsyg.2016.00125
https://doi.org/10.3389/fpsyg.2016.00125 DOI: https://doi.org/10.3389/fpsyg.2016.00125
Miller, J. A. (1977). Studying satisfaction, modifying models, eliciting expectations, posing problems, and making meaningful measurements. In Hunt, H. K. (Ed.). Conceptualization and Measurement of Consumer and Dissatisfaction (pp. 72-91). Cambridge: Marketing Science Institute.
Mitra, D., & Fay, S. (2010). Managing service expectation in Online Markets: A signalling theory of e-trailer pricing and empirical tests. Journal of Retailing, 86(2), 184-199.
https://doi.org/10.1016/j.jretai.2010.02.003 DOI: https://doi.org/10.1016/j.jretai.2010.02.003
Mittal, B., & Lassar, W. M. (1996). The role of personalization in service encounters. Journal of Retailing, 72(1), 95-109.
https://doi.org/10.1016/S0022-4359(96)90007-X DOI: https://doi.org/10.1016/S0022-4359(96)90007-X
Mittal, V., Ross, W. T., & Baldasare, P. M. (1998). The asymmetric impact of negative and positive attribute- level performance on overall satisfaction and repurchase intentions. Journal of Marketing, 62, 33-47.
https://doi.org/10.1177/002224299806200104 DOI: https://doi.org/10.1177/002224299806200104
Nadiri, H. (2011). Customers' zone of tolerance for retail stores. Services Business, 5(2), 113-137.
https://doi.org/10.1007/s11628-011-0105-y DOI: https://doi.org/10.1007/s11628-011-0105-y
Nadiri, H., & Hussain, K. (2005). Diagnosing the zone of tolerance for hotel services. Managing Service Quality, 15(3), 259-277.
https://doi.org/10.1108/09604520510597818 DOI: https://doi.org/10.1108/09604520510597818
Oliver, R. L. (1977). Effect of expectation and disconfirmation on postexposure product evaluations: An alternative interpretation. Journal of Applied Psychology, 62(4) 480-486.
https://doi.org/10.1037/0021-9010.62.4.480 DOI: https://doi.org/10.1037/0021-9010.62.4.480
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469.
https://doi.org/10.1177/002224378001700405 DOI: https://doi.org/10.1177/002224378001700405
OLIVER, R.L. (1997). Satisfaction. A behavioral perspective on the consumer. Boston: Irwin McGraw-Hill.
Oliver, R. L., & Burke, R. R. (1999). Expectation processes in satisfaction formation. Journal of Service Research, 1(3), 196-214.
https://doi.org/10.1177/109467059913002 DOI: https://doi.org/10.1177/109467059913002
Oliver, R. L., & Desarbo, W. S. (1988). Response determinants in satisfaction Judgments. Journal of Consumer Research, 14(4), 495-507.
https://doi.org/10.1086/209131 DOI: https://doi.org/10.1086/209131
Oliver, R. L., & Winer, R. S. (1987). A framework for the formation and structure of consumer expectations: Review and propositions. Journal of Economic Psychology, 8, 469- 499.
https://doi.org/10.1016/0167-4870(87)90037-7 DOI: https://doi.org/10.1016/0167-4870(87)90037-7
Parasuraman, A. (2011). Some reflections on my career, publishing, and contributing significantly to a field. Innovar, 21(42) 5-16.
Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Refinement and reassessment of the SERVQUAL scale. Journal of Retailing, 67(4), 420-430.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for research. Journal of Marketing, 49(4), 41-50.
https://doi.org/10.1177/002224298504900403 DOI: https://doi.org/10.1177/002224298504900403
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1993). More on improving service quality measurement. Journal of Retailing, 69(1), 112-117.
https://doi.org/10.1016/S0022-4359(05)80007-7 DOI: https://doi.org/10.1016/S0022-4359(05)80007-7
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1994a). Reassessment of expectations as a comparison standard in measuring service quality: Implications for further research. Journal of Marketing, 58(1), 111-124.
https://doi.org/10.1177/002224299405800109 DOI: https://doi.org/10.1177/002224299405800109
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1994b). Alternative Scales for measuring service quality: A comparative assessment based on psychometric and diagnostic criteria. Journal of Retailing, 70(3), 201-230.
https://doi.org/10.1016/0022-4359(94)90033-7 DOI: https://doi.org/10.1016/0022-4359(94)90033-7
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
Rodríguez del Bosque, I. A., San Martín, H., & Collado, J. (2006). The role of expectations in the consumer satisfaction formation process: Empirical evidence in the travel agency sector. Tourism Management, 27(3), 410-420.
https://doi.org/10.1016/j.tourman.2004.10.006 DOI: https://doi.org/10.1016/j.tourman.2004.10.006
Spreng, R. A., Mackenzie, S. B., & Olshavsky, R. W. (1996). A reexamination of the determinants of consumer satisfaction. Journal of Marketing, 60(3), 15-32. DOI: https://doi.org/10.1177/002224299606000302
https://doi.org/10.2307/1251839 DOI: https://doi.org/10.2307/1251839
Surprenant, C. F., & Solomon, M. R. (1987). Predictability and personalization in service encounter. Journal of Marketing, 51(2), 86-96.
https://doi.org/10.1177/002224298705100207 DOI: https://doi.org/10.1177/002224298705100207
Teas, R. K. (1993). Expectations, performance, evaluation, and consumers' perceptions of quality. Journal of Marketing, 57(4), 18-34.
https://doi.org/10.1177/002224299305700402 DOI: https://doi.org/10.1177/002224299305700402
Tolman, E. C. (1922). A new formula for behaviorism. Psychological Review, 29, 44-53.
https://doi.org/10.1037/h0070289 DOI: https://doi.org/10.1037/h0070289
Tolman, E. C. (1932). Purposive Behavior in Animal and Men. New York: Appleton-Century.
Torres Moraga, E. (2010). Escala propuesta para medir la calidad del servicio de los clientes. Innovar, 20(36), 157-172.
Tsai, W. H., Hsu, W., & Chou, W. C. (2011). A gap analysis model for improving airport service quality. Total Quality Management, 22(10), 1025-1040.
https://doi.org/10.1080/14783363.2011.611326 DOI: https://doi.org/10.1080/14783363.2011.611326
Tse, A. C. B. (2003). Tipping behaviour: a disconfirmation of expectation perspective. Hospitality Management, 22, 461-467.
https://doi.org/10.1016/j.ijhm.2003.07.002 DOI: https://doi.org/10.1016/j.ijhm.2003.07.002
Walker, J., & Baker, J. (2000). An exploratory study of a multi-expectation framework for service. Journal of Service Marketing, 14(5), 411-431.
https://doi.org/10.1108/08876040010340946 DOI: https://doi.org/10.1108/08876040010340946
Weeb, D. (2000). Understanding customer role and its importance in the formation of service quality expectations. The Services Industries Journal, 20(1), 1-21.
https://doi.org/10.1080/02642060000000001 DOI: https://doi.org/10.1080/02642060000000001
Witkowski, T. H., & Wolfinbarger, M. F. (2002). Comparative service quality: German and American ratings across service settings. Journal of Business Research, 55(11), 875-881.
https://doi.org/10.1016/S0148-2963(01)00206-5 DOI: https://doi.org/10.1016/S0148-2963(01)00206-5
Woodruff, R. B., Cadotte, E. R., & Jenkins, R. L. (1983). Modeling consumer satisfaction processes using experience-based norms. Journal of Marketing Research, 20(3), 296-304.
https://doi.org/10.1177/002224378302000308 DOI: https://doi.org/10.1177/002224378302000308
Yang, B., Kim, Y., & Yoo, C. (2013). The integrated mobile advertising model: The effects of technology- and emotion-based evaluations. Journal of Business Research, 66(9), 1345-1352.
https://doi.org/10.1016/j.jbusres.2012.02.035 DOI: https://doi.org/10.1016/j.jbusres.2012.02.035
Yap, K. B., & Sweeney, J. C. (2007). Zone-of-tolerance moderates the service quality-outcome relationship. Journal of Services Marketing, 21(2) 137-148.
https://doi.org/10.1108/08876040710737895 DOI: https://doi.org/10.1108/08876040710737895
Yip, J., Chan, H. H. T., Kwan, B., & Law, D. (2011). Influence of appearance orientation, BI and purchase intention on customer expectations of service quality in Hong Kong intimate apparel retailing. Total Quality Management, 22(10), 1105-1118.
https://doi.org/10.1080/14783363.2011.593904 DOI: https://doi.org/10.1080/14783363.2011.593904
Zeithaml, V. A. & Bitner, M. J. (2002). Marketing de servicios. Un enfoque integrador de del cliente a la empresa. México: McGraw-Hill.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1993). The nature and determinants of customer expectations of service. Journal of Academy of Marketing Science, 21(1) 1-12.
https://doi.org/10.1177/0092070393211001 DOI: https://doi.org/10.1177/0092070393211001
