The Roles of Price, Performance,

and
Expectations in Determining
Satisfaction in Service Exchanges
46 / Journal of Marketing, October 1998
Vol. 62 (October 1998), 46-61
Authors
Glenn B. Voss :- (Ph.D., Texas A&M University) is the Marilyn and Leo Corrigan
Endowed Professor of Marketing in the Cox School of Business at Southern
Methodist University.

A. Parasuraman :- James W. McLamore Chair in Marketing, Professor, and
Department Chair, Marketing

Dhruv Grewal :- (Ph.D. Virginia Tech) is the Toyota Chair in Commerce and
Electronic Business and a Professor of Marketing at Babson College
Construct :-
price, performance, and expectations play in determining satisfaction
in a discrete service exchange.

Independent Variables
Performance
expectations
perceived performance

Moderating variables
Price - Performance Consistency on the Satisfaction

Dependent Variables
pre- and post purchase
Theoretical Framework
Abstract
The authors examine the roles that price, performance, and expectations play in
determining satisfaction in a discrete service exchange. The authors maintain that the
price fluctuations common to the many service industries that implement demand-
oriented pricing, combined with the inherent heterogeneity of service performance, likely
result in price-performance combinations that vary widely. Furthermore, the authors
propose that the level of price-performance consistency in a service exchange moderates
the relationship between performance expectations and subsequent performance and
satisfaction judgments. When price and performance are consistent, expectations have an
assimilation effect on performance and satisfaction judgments; when price and
performance are inconsistent, expectations have no effect on performance and
satisfaction judgments
Objectives of Study
In this study, Author undertake such an investigation by developing a model that
incorporates both pre- and post purchase evaluations and testing it with data from a
simulated service experiment. A unique feature of our study is the use of multimedia
technology to simulate a service exchange
Research Methodology
Research Design
Purpose of study
simulated service experiment

TYPE OF INVESTIGATION
Causal

STUDY SETTING
Contrived

Scaling

Likert Scale with 7 point scale (Strongly Agree to Strongly Disagree)
multiple-item scales for each of the five constructs

Hypothesis Development
H1a :- Performance Expectations Post purchase performance perception

H1b :- Performance Expectations - Satisfaction

H2 :- Performance Perceptions - Satisfaction

H3 :- Post Purchase price perceptions : Satisfaction

H4a :- Pre purchase Price Perceptions :- Post purchase price perceptions

H4b :- Pre purchase Price Perceptions :- Satisfaction


Data Analysis
Thank You