Teori Pelanggaran Harapan dan Perilaku Konsumen: Sebuah Tinjauan Literatur
The theory of expectation violation is a powerful tool for understanding consumer behavior. It suggests that consumers form expectations about products and services based on their past experiences, marketing messages, and other sources of information. When these expectations are met, consumers are satisfied. However, when expectations are violated, consumers may experience a range of emotions, from disappointment to delight. This article will explore the theory of expectation violation and its implications for consumer behavior, drawing on a review of relevant literature.
The Theory of Expectation Violation
The theory of expectation violation was first proposed by sociologist Robert Merton in the 1950s. Merton argued that people develop expectations about the behavior of others based on their social roles and norms. When these expectations are violated, people may experience a range of emotions, including surprise, anger, or amusement. The theory of expectation violation has since been applied to a wide range of social phenomena, including consumer behavior.
In the context of consumer behavior, the theory of expectation violation suggests that consumers form expectations about products and services based on their past experiences, marketing messages, and other sources of information. These expectations can be both positive and negative. For example, a consumer might have a positive expectation about a new restaurant based on its online reviews. Conversely, a consumer might have a negative expectation about a product based on a previous bad experience.
The Impact of Expectation Violation on Consumer Behavior
When consumers' expectations are met, they are likely to be satisfied. However, when expectations are violated, consumers may experience a range of emotions, from disappointment to delight. The impact of expectation violation on consumer behavior depends on a number of factors, including the nature of the violation, the consumer's prior expectations, and the consumer's personality.
For example, a consumer who has a high expectation for a product may be more disappointed if their expectations are not met than a consumer who has a low expectation. Similarly, a consumer who is risk-averse may be more likely to be negatively affected by a negative expectation violation than a consumer who is risk-seeking.
Positive Expectation Violation
In some cases, expectation violation can lead to positive outcomes for consumers. For example, a consumer who has a low expectation for a product may be pleasantly surprised if the product exceeds their expectations. This can lead to increased satisfaction and loyalty.
Positive expectation violation can also lead to increased word-of-mouth marketing. Consumers who have a positive experience with a product or service are more likely to recommend it to others. This can be particularly beneficial for businesses that are trying to build brand awareness and loyalty.
Negative Expectation Violation
Negative expectation violation can have a significant negative impact on consumer behavior. When consumers' expectations are not met, they may experience disappointment, anger, or frustration. This can lead to decreased satisfaction, reduced loyalty, and negative word-of-mouth marketing.
Negative expectation violation can also lead to consumer complaints. Consumers who are dissatisfied with a product or service are more likely to complain to the business, to government agencies, or to online review sites. This can damage the business's reputation and lead to lost sales.
Managing Consumer Expectations
Businesses can manage consumer expectations by providing accurate and realistic information about their products and services. This can be done through a variety of channels, including marketing materials, websites, and customer service interactions.
Businesses should also be prepared to handle negative expectation violations. This may involve offering apologies, providing refunds, or making other concessions to satisfy dissatisfied customers. By taking steps to manage consumer expectations, businesses can minimize the negative impact of expectation violation and maximize customer satisfaction.
Conclusion
The theory of expectation violation is a valuable tool for understanding consumer behavior. It highlights the importance of managing consumer expectations and the potential consequences of expectation violation. By understanding the theory of expectation violation, businesses can develop strategies to improve customer satisfaction and loyalty.