What does 'disconfirmation' refer to in service quality assessment?

Disconfirmation in service quality assessment refers specifically to the gap between what customers expect from a service and what they actually perceive they have received. This concept is fundamental in understanding customer satisfaction. When there is a negative disconfirmation, customers perceive that the service did not meet their expectations, leading to dissatisfaction. Conversely, when there is positive disconfirmation, customers feel that the service exceeded their expectations, enhancing their overall satisfaction.

This distinction is crucial for businesses aiming to improve their service offerings. Monitoring this disconfirmation gap can provide valuable insights into areas where service may be lacking and help identify opportunities for enhancement, ultimately leading to better customer experiences.

The other concepts, such as overall satisfaction levels, accuracy of measurements, and frequency of service occurrences, contribute to the broader understanding of service quality but do not precisely define the notion of disconfirmation. They may represent different dimensions of service evaluation but do not capture the specific relationship between expected and perceived service.