Beyond disconfirmation: The role of generosity and surprise

Abstract

Purpose

To explore the extent to which generosity, as instructed by culture, performs both a formative and a filtering role in the consumers’ service experience.

Design/methodology/approach

The critical realism paradigm, a multi‐method/discipline approach is adopted. The research focuses on the Taiwanese consumer as a case and uses qualitative research techniques to model their consumption.

Findings

The most significant contribution this paper makes is informing understanding of the cognitive processes Taiwanese consumers engage in when determining their quality evaluation. The results lend further support to the existence of a relationship between culture and service quality evaluation.

Practical implications

The paper has consequences at a macro level for global strategy formulation and at a micro level for service quality measurement.

Originality/value

This paper contributes to the growing body of evidence lending support to the existence of a relationship between culture and service quality evaluation. The conceptual foundation is laid for further measure development.

Citation

Imrie, B.C. (2005), "Beyond disconfirmation: The role of generosity and surprise", International Marketing Review, Vol. 22 No. 3, pp. 369-383. https://doi.org/10.1108/02651330510602259