Jim and Denise are executives at Jetsetters, Inc., a plane-sharing business. As they review the results of their recent customer satisfaction survey, Jim generally notices that responses fall into three outcomes. Which of the following outcomes is most likely one of the three on Jim’s mind?
a. Customer expectations may be confirmed, leading to judgments of satisfaction.
b. Expectations may be disconfirmed in a negative manner if the purchase fell short of expectations, leading to feelings of dissatisfaction.
c. Expectations may be disconfirmed in a positive manner, if the purchase experience surpassed the expectations, leading to feelings of delight.
d. Expectations are not in line with the company’s goals.