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

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.



Citation:

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.

Authors

Rosidah Musa, Universiti Teknologi MARA
John Pallister, Cardiff University
Matthew Robson, Cardiff University



Volume

NA - Advances in Consumer Research Volume 32 | 2005



Share Proceeding

Featured papers

See More

Featured

Exiting Etsy? When Collaboration Among Market Co-Creators Come Undone

daiane scaraboto, Pontificia Universidad Católica de Chile
Eileen Fischer, York University, Canada

Read More

Featured

Product Search on Crowded Retail Shelves: Impact of Vertical Product Location on Search Performance

Ana Scekic, HEC Paris, France
Selin Atalay, Frankfurt School of Finance and Management, Germany
Cathy Liu Yang, HEC Paris, France
Peter Ebbes, HEC Paris, France

Read More

Featured

Red Flag! The Consequences of Alerting Consumers to Fake Reviews

Jared Joseph Watson, New York University, USA
Amna Kirmani, University of Maryland, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.