Diez tipos de expectativas

Jorge Pelegrín-Borondo, Emma Juaneda Ayensa, Cristina Olarte-Pascual, Yolanda Sierra-Murillo

Resumen


Durante décadas el concepto de expectativas ha sido ampliamente estudiado, lo cual ha provocado una proliferación terminológica y, con ella, una confusión semántica. Este artículo tiene por objetivo ofrecer un marco integrador que facilite el estudio de las expectativas. Se han detectado numerosas formas de interpretar las expectativas y, tras el análisis de contenido, los autores han identificado cuatro enfoques: i) comparación, ii) cantidad ideal, iii) niveles, iv) momento de valoración. Además, se intenta dar respuesta a cuáles son los factores que condicionan la creación de las expectativas, cómo afectan los juicios sobre el servicio y qué límites son considerados para definir el nivel de prestación del servicio. Todas estas preguntas tienen como finalidad determinar la presencia de las expectativas a lo largo del proceso de compra.


Palabras clave


calidad de servicio; comportamiento del consumidor; expectativa; satisfacción

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DOI: http://dx.doi.org/10.16967/rpe.v3n1a7

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