Determinants of Consumer Satisfaction/Dissatisfaction with the Performance of Apparel Products

Abstract

The purpose of the study was to investigate determinants of consumer satisfaction and dissatisfaction (CS/D) with the performance of apparel products at the purchase and productconsumption stages. An experimental design was used. The sample consisted of 120 students enrolled at a university located in a metropolitan area in the midwestern United States. Results showed that performance expectation was a significant determinant of CS/D at the purchase stage. Perception of product performance and confirmation or disconfirmation between perceived product performance and experience‐based norm were also significantly related to CS/D at purchase. Results indicated that the perception of product performance and confirmation or disconfirmation between perceived product performance and expectation held during purchase were also significant determinants of CS/D at the product‐consumption stage. CS/D at purchase was also significantly related to CS/D at the product‐consumption stage.