The amount of research in the area of consumer satisfaction is impressive. Most of this research, based upon the adaptation-level theory, has examined satisfaction in relation to prior expectations, performance evaluations, and the difference between those two constructs, called disconfirmation. The purpose of this study was to further examine satisfaction in relation to expectations of a personal selling experience in one of three types of retail stores, e.g., discount house, department store, or specialty store. It also investigated the relationship of previous shopping experiences, shopping preferences and demographics to consumer expectations and evaluations. Shopping preferences, expectations, evaluations, and satisfaction were each measured by using Likert-type scales. / One hundred and eleven college underclasswomen participated in the pre-test measurement of expectations, a personal selling experience in an unfamiliar, assigned store, and a post-evaluation of that experience. Factor analysis, ANOVA, stepwise regression, and Pearson Product Moment correlations were used to analyze the data. / Expectations, evaluation, and satisfaction were all somewhat positive. Significant relationships were found among expectations and shopping preferences, store assignments, and demographic variables. Students who had definite preferences tended to have distinct expectations. Expectations varied from store to store, being highest for department stores and lowest for discount stores. Demographic variables such as parent's education level, father's employment status, having teenaged siblings, and family income appear to have affected expectations. / Evaluations were found to relate to expectations, store assignment, and demographics. Evaluations confirmed expectations and were highest for specialty stores and lowest for discount stores. Age, father's employment status and occupation affected evaluations. / When expectations were met, or evaluations were positive, satisfaction occurred. The opposite was also true. Satisfaction was the result of either confirmed expectations, positive evaluations, or in some instances, both. / Source: Dissertation Abstracts International, Volume: 47-01, Section: A, page: 0245. / Thesis (Ph.D.)--The Florida State University, 1985.
| Identifer | oai:union.ndltd.org:fsu.edu/oai:fsu.digital.flvc.org:fsu_75743 |
| Contributors | ROSEN, DIANE., Florida State University |
| Source Sets | Florida State University |
| Detected Language | English |
| Type | Text |
| Format | 120 p. |
| Rights | On campus use only. |
| Relation | Dissertation Abstracts International |
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