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3) Customer expectations, the theory associated with this is Richard Oliver's disconfirmation model, which explains that satisfaction depends on the comparison between pre-purchase expectations and the results of consumption.<br><br><br><br>4) Pledges at a lower level than expectations and providing higher-than-expectation pledges.<br><br> So (1) a lower-than-expectation pledge is a traditional concept that businesses must set low expectations, which result in consumers being perceived by experience. Positive disconfirmation and satisfaction, which will affect repurchases and customer persistence (2). Pledges at a higher level than expectations are defined. Expectations are high. To attract new customers that the Company needs to meet that expectation.
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