Customer Satisfaction in MarketingAnd The Expectancy Disconfirmation Model

Last week, I discussed classical conditioning and how marketers can use it to create brand recognition, recall, and awareness in their customers. If you missed this, check out the topic in last week’s post here. This week, I will talk about another important aspect of this series: customer satisfaction. More specifically, I will talk about the psychological factors that impact a consumer’s behavior and satisfaction regarding products and services.

Satisfaction vs Dissatisfaction in Post-Purchase Evaluation

There are several helpful resources to help us understand what is going on inside a customer’s mind post-purchase. One way is the Expectancy Disconfirmation Model. This model is also known as the central concept in studies regarding satisfaction. Disconfirmation occurs when there is descrepencies between what a customer expected and what they experienced in reality. These can be positive or negative. There are three sections in this model:

Positive. This happens when a service/product exceeds expectations, and the customer is highly satisfied. This results in high satisfaction, positive word-of-mouth, and brand loyalty from that satisfied customer.

Simple. This happens when the product simply matches the customer’s expectations, but does not perform above and beyond. This results in customers who might repurchase, but it has not made them brand loyalists. For an in-depth view on loyalists and helpful strategies for 2026, check out this article. 

Negative. This happens when a product/service fails to exceed or match the customer’s expectations and falls below them. This results in dissatisfied customers, possible complaints, and negative word of mouth/reviews.

Using this model helps us understand not only the positive but also the negative results when dealing with customer care. One question to ask yourself is, “How can I get my customers to have a positive disconfirmation with my products?” A great way to understand how customers may feel about your brand is to review your own products and services from the outside looking in. You can also possibly get volunteers to evaluate your company and give feedback on their satisfaction. From there, you can see what is working (or not) in your company. Some aspects to evaluate in your company could include the following:

• High-Quality customer service

• Accurate Targeting

• Correct Positioning

• High-quality products

• Services that benefit the customers’ lives

It is important for digital marketers to understand how they can cultivate products and services that will result in satisfied customers. Why is this important? Increased customer satisfaction is linked to higher retention and repurchase rates. This means that when a customer is satisfied with your company, they are more likely to stay with your company and more likely to keep purchasing your products/services. This data from Qualtrics shows that satisfied customers are 4.1 times more likely to recommend your brand to others. Satisfying your customers isn’t just good business ethics and customer care; it can serve as an excellent way to create better brand awareness, higher customer retention, and higher trust among your customers. All of these can positively contribute to your brand’s growth and success.

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