Expectation-confirmation theory (ECT) is widely used in the consumer behavior literature to study consumer satisfaction, post-purchase behavior
(e.g., repurchase, complaining), and service marketing in general (Anderson and Sullivan 1993; Dabholkar et al. 2000; Oiiver 1980, 1993; Patterson etal. 1997;Tseand Wiiton 1988). The predictive ability of this theory has been demonstrated over a wide range of product repurchase and service continuance contexts, including automobiie repurchase (Oliver 1993), camcorder repurchase (Spreng et al. 1996), institutional repurchase of photographic products (Dabholkar et al. 2000). restaurant service (Swan and Trawick 1981), and business professional services (Patterson et al. 1997). Figure 1 illustrates key constructs and relationships in ECT.