The Mediator of Disconfirmation on Satisfaction and Consumer Intentions: Practical Application Effect in a Sporting Event

The Mediator of Disconfirmation on Satisfaction and Consumer Intentions: Practical Application Effect in a Sporting Event

Manuel Alonso Dos Santos (Universidad Católica de la Santísima Concepción, Chile), Steve Baeza (Universidad Católica de la Santísima Concepción, Chile) and Francisco Javier Montoro Ríos (University of Granada, Spain)
Copyright: © 2014 |Pages: 10
DOI: 10.4018/978-1-4666-5994-0.ch010
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Abstract

This chapter aims to improve the knowledge on the relationship between disconfirmation, satisfaction, and loyalty within a cognitive affective model. The literature suggests a direct relationship between disconfirmation and intent through an empirical analysis of a sample of 637 participants in a sporting event. Evidence confirms the relationship of emotions on satisfaction as mediators of disconfirmation. Finally, the authors discuss the implications of the causal relationships in the model on corporate management.
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Proposal For An Affective: Cognitive Model Of Consumer Satisfaction

This study is part of the cognitive and affective theory aims to contrast the trend in the literature that emphasizes the need to consider the process of consumer satisfaction from a cognitive approach affective influence (Wirtz and Bateson, 1999; Bigné et al. 2005).

Since the late sixties marketing researchers of consumer behavior have shown interest in the concept of satisfaction (Alvarado Herrera Beltrán and Gallego, 2008) but today there is a consensus on the definition or nature (Bigné et al. 2005). In recent years researchers (Giese & Cote, 2000; Yu & Dean, 2001) suggest that a more appropriate measure is obtained if we understand satisfaction as an emotional and cognitive process. Even proponent’s researchers disconfirmation paradigm as explanatory axis satisfaction (Alvarado Herrera Beltrán and Gallego, 2008) advocate the need to consider new perspectives (Westbrook and Oliver, 1991; Mano and Oliver, 1993), which is higher relevance even in the case of sporting events (Martinez and Martinez, 2007).

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