Expectations
Expectations are subjective probabilities that certain events occur or particular objectives are fulfilled. In satisfaction research projects expectations play a significant role as distinctions between respondents' expectations and the subjectively experienced product/service performance permit to draw conclusions about the present level of satisfaction.
Expectations are influenced by the customer's individual demands, his cultural identity, his buying power and market knowledge about possible alternatives as well as the image and promised performance of the supplier.
See also:
Satisfaction
