A canonical model of consumer evaluations and theoretical bases of expectations

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.