... are encouraged to test the propositions further. This research enhances our understanding of gastronomic experiences in a negative disconfirmation context, drawing upon action/inaction regret theory, attribution theory and the expectancy disconfirmation model. Practical implications From a triad relationship...

...Noel Yee Man Siu; Tracy Junfeng Zhang; Ho Yan Kwan Purpose By extending the expectancy-disconfirmation theory and integrating the elaboration likelihood model, this study aims to explore the reference effects (i.e. disconfirmation and self-identity) and customer engagement that affect customer...

... words, consumers in high uncertainty avoidance cultures tend to remain with the same service provider once satisfied to avoid uncertain outcomes. This study contributes to the existing literature in three ways. First, by uncovering the role of multiple reference points (disconfirmation...