. Although Parasuraman’s ideas on quality sound similar to
Oliver's disconfirmation paradigm, the difference lies with consumers' expectations
(Parasuraman, Zeithaml and Berry, 1988). In satisfaction literature, expectations refer to
predictions during the transaction or exchange (what would happen), while in the service quality
literature expectations refer to consumer's desires or wants from the service provider (what
should happen). Parasuraman, Zeithaml and Berry (1988) chose to differentiate between
perceived service quality and satisfaction; the former is based on global judgments or attitudes,
while the latter is linked to a specific transaction. However, these two constructs are related and
satisfaction over time results in perceptions of higher service quality (Parasuraman, Zeithaml and
Berry, 1988).