Mickey is assessing consumer satisfaction with his dry cleaning business by asking the question, "Compared to my expectations, this dry cleaner performs..." with the possible responses ranging from 1 = much worse than I expected to 5 = much better than I expected. Which type of satisfaction measure is this?
A) direct, global
B) attribute-specific
C) confirmation
D) disconfirmation

Question

Quizplus · Accepted Answer

This is a disconfirmation measure because it compares the actual performance of the dry cleaner to the customer's expectations.

Mickey Is Assessing Consumer Satisfaction with His Dry Cleaning Business