Marketing Thinking (MT) Challenge 2.2A:Appropriating Satisfaction in a Consumer Situation

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Find an industry that is noted for consumer dis-satisfaction (other than the ones mentioned in class). You'll use this industry to respond to the following. First, explain the expectancy disconfirmation model of satisfaction discussed in class and provide the model graphically. Second, you'll need to break up your response into the sections representing the model. Make sure to provide headings for each. For example, current expectations, current experiences, and current judgements. For each of these sections you'll need to describe what you see going on in your industry. Third, based upon what you have just characterized, how could you configure a business that would operate differently? Would it involve different expectations? If this is the case, how would your marketing be used in changing consumer expectations? How would you change the consumer experience to be different based upon changing their expectations, etc.? Here, you need to provide new sections for the proposed sections with heading. For example, proposed changes to expectations and the marketing involved, proposed changes to the experiences, and proposed changes to how to participate in the post-consumption judgement process. Finally, how does your strategy address a changing consumer?

Expectancy disconfirmation model of satisfaction

Expectations > Experience > Judgement