The Expected-Real Gap: An Exploration of Psychological Factors
Keywords:
Expected-real gap, Personality traits, Qualitative MethodsAbstract
By adopting a customer-centric approach, organizations aim to comprehend and fulfill consumer needs, aligning product delivery with expectations. Satisfaction, influenced by pre-purchase and post-purchase norms, hinges on the alignment of anticipated and actual attributes. However, a discernible gap can result in consumer frustration. A unique aspect of this research involves delving into previously unexplored internal variables, particularly psychological factors that affect the assessment of the disparity between reality and expectations in the consumer experience. Insights from qualitative research involving thirteen Tunisian participants reveal optimism, certainty, and susceptibility to interpersonal influence as pivotal contributors to the perceived gap, enriching the theoretical landscape of consumer behavior and psychology literature. Recognizing and addressing these factors, is imperative for fostering consumer satisfaction, ensuring sustained business success, and cultivating a positive brand image. This study underscores the essential role of human behavior and personality in comprehending and managing the intricate dynamics of consumer experience.
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