Exploring the Role of Alternative Perceived Performance Measures and Needs-Congruency in the Consumer Satisfaction Process

Prior research suggests that perceived performance of a product or a service is directly linked to postpurchase satisfaction. We argue that this causal relationship might be a measurement artifact and/or insufficient modeling of the satisfaction process rather than an accurate assessment of how consumers form satisfaction judgments. To test our hypotheses, a 2 x 2 x 2 (Performance x Expectations x Needs) factorial design was used with 2 types of...