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Research Paper | Public Administration | Philippines | Volume 10 Issue 5, May 2021

A Literature Study on Positive Disconfirmation and Negative Disconfirmation Theories and Models

Dolorosa P. Jumawan MPA

Abstract: The objective of this paper is to present a robust content literature review relating to satisfaction models and theories prior to the 21st century with regards to users? satisfaction. It addresses both the theoretical and measurement-related concerns involved in these areas of study. The study is conducted with reference to existing theoretical literature, published and unpublished research. The study is mainly a literature review on the trends and development on customer satisfaction study. One of the primary findings that emanated from the review revealed that a number of theoretical approaches have been developed to explain the relationship between satisfaction (positive disconfirmation) and dissatisfaction (negative disconfirmation). But all the approaches are all variants of the consistency theories and focus primarily on the nature of the user's post-usage evaluation process. The study explores the trends in users? satisfaction study and highlight?s the theoretical and measurement- related concerns involved in much details than in previous studies. The study presents a strong background on the theories of customer satisfaction measurement and interpretation.

Keywords: Customer satisfaction, customer disconfirmation, perception, discrepancy theory

Edition: Volume 10 Issue 5, May 2021,

Pages: 961 - 966