Disconfirmation Theory

Disconfirmation Theory explains how people feel when their expectations about a product, service, or experience are not met. If their experience matches or exceeds their expectations, they feel satisfied. However, if it falls short, they feel disappointed or dissatisfied. Conversely, if the experience exceeds expectations, they feel pleased or delighted. This theory highlights the importance of managing expectations to influence customer satisfaction and future behavior, emphasizing that the difference between what people expect and what they actually get determines their overall perception and reaction.