I want to use gap between customer expectations and perceptions as the customer satisfaction index. Should I do it? Please suggest some literature where it has been done so.
Please looj at some of my research on education service quality on RG. We have used IP analysis which is about simular to what you want to do.
I'd be interested in this too. Expectations come before and co create experiences satisfaction. Written about this here.
https://www.linkedin.com/pulse/you-designing-expectations-driven-customer-martin-silcock/
Though this framework could be operational as a measurement tool
Can I use expectancy-disconfirmation approach for determining level of customer satisfaction?
Sunita- well it looks like it could be a good start. Not seen this theory...my ideas were driven mostly from my own introspection.
The missing elements for me are Context and also the goal , or "job to be done" that is explicitly or implicitly in a person's mind. I've not looked into how expectations are actually created or stored in the mind..though would expect (!) it is linked to emotion, certain triggering cues and memory of similar or analogous events, that are used as proxies...maybe another way to think about them is personal strategies and habits.
Mirna - what is IP analysis?
This looks relevant https://lms.ctu.edu.vn/dokeos/courses/KT321/document/LUOC_KHAO_TAI_LIEU/satisfaction_OLIVER_1980.PDF
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