Why are you so tolerant? Towards the relationship between consumer expectations and level of involvement. (May 2021)

• Record Type: Journal Article
• Authors: Pereira Filho, Evadio; Moreno Añez, Miguel Eduardo
• Is Part Of: Journal of retailing and consumer services. Volume 60(2021)
• Publication Date: 2021-05
• Subjects: Consumer expectations -- Level of involvement -- Education -- Cluster analysis -- Latent growth model; Retail trade -- Periodicals; Service industries -- Periodicals; Customer services -- Periodicals; Commerce de détail -- Périodiques; Service à la clientèle -- Périodiques; Customer services; Retail trade; Periodicals; 658.87
• DOI: 10.1016/j.jretconser.2021.102467
• Languages: English
• ISSNs: 0969-6989

Abstract

Abstract: It is vital that managers understand the way consumers form their expectations so that quality services are offered. Therefore, the aim of the paper is to assess the behaviour of consumer expectations over time and what effect does the level of involvement have on them. Two field studies are realized with students from an educational institution under the perspective of cluster analysis and latent growth model. Our results reveal that the patterns of expectations change from one service meeting to another and these mutations can be explained by the degree of consumer involvement. As theoretical insights, in addition to broadening the debate about the antecedents of expectations, this study also reaffirms the dynamic behaviour of consumer expectations. Thus, the constant control of expectations shows a relevant strategic way for survival in competitive sectors.