기대불일치와 놀람: 대학 이미지의 형성과 상실

Disconfirmation, difference between prior expectation and post performance, plays a very important role in customer satisfaction. While investigating this relationship, linearity and symmetry are assumed. That is, when disconfirmation gets bigger, satisfaction increases and the effects of positive disconfirmation and negative disconfirmation are assumed to be the same. However, many previous research studies revealed that the effect of negative disconfirmation is is greater than that of positive disconfirmation. Also, according to prospect theory, these effects could be non-linear and asymmetric. Therefore, in oder to investigate these, we introduce positive surprise and negative surprise and analyze the impacts of these empirically using 1268 A University students.
Whether someone has a prior image or not will influence the campus life. The causes of difference in image formation and loss, satisfaction and dissatisfaction could be various. After entering university, school life might change in image too. Positive experience in campus life leads to image formation and satisfaction. On the other hand, students had images before entering university could lose images due to negative experience and it will be shown as image loss and dissatisfaction. We investigate the linearity and symmetry of disconfirmaton of expectation, positive surprise, and negative surprise while comparing other influential factors. The empirical results show that surprise measure is superior to disconfirmaton measure and the impacts of surprise are nonlinear and asymmetric.