The Roles of Perceived Value, Perceived Equity and Relational Commitment in a Disconfirmation Paradigm Framework: an Initial Assessment in a 'Relationship-Rich’ Consumption Environment

Rosidah Musa, Universiti Teknologi MARA
John Pallister, Cardiff University
Matthew Robson, Cardiff University
ABSTRACT - Investigations to unravel the determinants of customer satisfaction are crucial to elucidating the role and significance of the construct and advancing management practice. Accordingly, our study investigates the drivers of customer satisfaction and its impact on behavioral intentions in the direct sales channel context. A conceptual model was developed and tested, which integrates perceived value, perceived equity and relational commitment into the disconfirmation framework. The findings suggest performance is the key driver of customer satisfaction at the subsystem level, while perceived value plays the leading role in influencing customers’ overall satisfaction. Further, two new pathsCperceived value to relational commitment and perceived value to perceived equityCneglected in prior research were established. The discussion of our findings reveals important implications for future research and management practice.
[ to cite ]:
Rosidah Musa, John Pallister, and Matthew Robson (2005) ,"The Roles of Perceived Value, Perceived Equity and Relational Commitment in a Disconfirmation Paradigm Framework: an Initial Assessment in a 'Relationship-Rich’ Consumption Environment", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 349-357.