Measures the degree to which a customer perceives that an actual service experience exceeded, met, or fell short of prior expectations. Items use bipolar anchors to capture directional comparisons between expected and experienced outcomes, with higher scores indicating positive disconfirmation (i.e., the experience surpassed expectations).
Allen, A. M., Brady, M. K., Robinson, S. G., & Voorhees, C. M. (2015). One firm's loss is another's gain: Capitalizing on other firms' service failures. Journal of the Academy of Marketing Science, 43(5), 648–662.
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