__________ means that a service does not meet expectations

__________ means that a service does not meet expectations

• A. dissatisfaction/negative disconfirmation
• B. mild satisfaction/simple confirmation
• C. delight/positive disconfirmation
• D. neutral experience

Answer: (A)

Dissatisfaction occurs when a service falls short of what the customer expected, driven by negative disconfirmation—the actual performance is worse than the anticipated performance. This idea comes from disconfirmation theory, which links expectations and perceived quality. If the service exceeds expectations, you get positive disconfirmation and delight; if it simply meets expectations, you experience confirmation and a neutral or mild satisfaction; a neutral experience isn’t tied to failing to meet expectations. So when the service doesn’t meet what was expected, the strongest fit is the sense of dissatisfaction caused by negative disconfirmation.

Dissatisfaction occurs when a service falls short of what the customer expected, driven by negative disconfirmation—the actual performance is worse than the anticipated performance. This idea comes from disconfirmation theory, which links expectations and perceived quality. If the service exceeds expectations, you get positive disconfirmation and delight; if it simply meets expectations, you experience confirmation and a neutral or mild satisfaction; a neutral experience isn’t tied to failing to meet expectations. So when the service doesn’t meet what was expected, the strongest fit is the sense of dissatisfaction caused by negative disconfirmation.