Theories such as Expectation-Disconfirmation, Equity Theory, and Comparison-Level Theory attempt to explain customer satisfaction (Skogland & Siguaw, 2004) and Expectancy Disconfirmation Theory is arguably the most influential and has received the widest acceptance (Ekinci, Massey, & Dawes, 2008).
Theories such as Expectation-Disconfirmation, Equity Theory, and Comparison-Level Theory attempt to explain customer satisfaction (Skogland & Siguaw, 2004) and Expectancy Disconfirmation Theory is arguably the most influential and has received the widest acceptance (Ekinci, Massey, & Dawes, 2008).
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