| Article ID: | iaor20041651 |
| Country: | United States |
| Volume: | 34 |
| Issue: | 1 |
| Start Page Number: | 31 |
| End Page Number: | 62 |
| Publication Date: | Dec 2003 |
| Journal: | Decision Sciences |
| Authors: | Spreng Richard A., Page Thomas J. |
| Keywords: | measurement |
Disconfirmation has been widely used in a number of research traditions, however there are many different operationalizations of this construct. Little research has investigated the relative effectiveness of these various methods. The research reported here examines five operationalizations of disconfirmation and their effect on satisfaction. These tests are carried out using two different comparison standards in two different settings. The results indicate some methods are better in certain situations and are in appropriate in others. Implications for both practical and theoretical research are discussed.