Pre-Experience Brand Quality Expectations

PEBEQCustomer Expectations of Brand Quality Prior to Product Experience

3 items 2017 α 0.953 Free Fornell, C., Johnson, M.D., Anderson, E.W., Cha, J., & Bryant, B.E.; adapted by Hult, T.M., Morgeson, F.V., Morgan, N.A., Mithas, S., & Fornell, C.

What it measures

Assesses a customer's anticipated quality of a brand's products or services before direct experience. Part of the American Customer Satisfaction Index (ACSI), where expectations are treated as one of three key drivers of satisfaction. Items tap overall quality expectations, anticipated fulfilment of personal requirements, and the likelihood of things going wrong.

Representative items

Thinking about your overall expectations of the quality you would receive from _____, how would you rate your expectations? (not very high / very high)
How well did you expect your personal requirements to be met? (not very well / very well)
How often did you expect that things could go wrong? (very often / not very often)

Citation

Hult, T.M., Morgeson, F.V., Morgan, N.A., Mithas, S., & Fornell, C. (2017). Do managers know what their customers think and why? Journal of the Academy of Marketing Science, 45(1), 37–53.

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