A canonical model of consumer evaluations and theoretical bases of expectations

Dawn Iacobucci, Amy L. Ostrom, Bridgette M. Braig, Alexa Bezjian-Avery

Research output: Contribution to journalArticlepeer-review

26 Scopus citations


In this article, we examine the variety of models that have been offered to describe the consumer evaluations of “service quality” and “customer satisfaction.” We focus on their conceptual similarities, including their basic focal constructs and interrelationships. In addition, we provide a conceptual and diagrammatic literature review of the major competing models of service quality and customer satisfaction. We then focus on one aspect of that canonical model of consumer evaluations—the component of consumer-held expectations. We aim for a theoretical psychological understanding of those consumer expectations: what they are, how they are formed, how they are used, and so forth. We believe the inclusion of cognitive psychological explanations can enhance an in-depth theoretical description of expectations and the consumer evaluation process.

Original languageEnglish (US)
Pages (from-to)1-44
Number of pages44
JournalAdvances in Services Marketing and Management
Issue numberC
StatePublished - Jan 1 1996
Externally publishedYes

ASJC Scopus subject areas

  • Business, Management and Accounting (miscellaneous)
  • Marketing


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