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Measuring expectations: forecast vs. ideal expectations. Does it really matter? Polonsky, Michael Jay, Higgs, Bronwyn and Hollick, Mary 2005, Measuring expectations: forecast vs. ideal expectations. Does it really matter?, Journal of retailing and consumer services, vol. 12, no. 1, pp. 49-64. Attached Files Name Description MIMEType Size Downloads polonsky-measuringexpectationsforecast-2005.pdf Author's post-print application/pdf 141.72KB 385 Title Measuring expectations: forecast vs. ideal expectations. Does it really matter? Author(s) Polonsky, Michael Jay Higgs, Bronwyn Hollick, Mary Journal name Journal of retailing and consumer services Volume number 12 Issue number 1 Start page 49 End page 64 Publisher Elsevier B.V. Place of publication Amsterdam, The Netherlands Publication date 2005-01 ISSN 0969-6989 1873-1384 Keyword(s) expectations forecast expectations ideal expectations service quality recall perceptions satisfaction Summary Consumer’s participation in service delivery is so central to cognition that it affects consumer’s quality evaluations. The study presented in this paper investigates the ways that visitor expectations change as a result of first hand experience with a service in the context of a major art exhibition. The research design allowed for two operational definitions of expectations, namely forecast and ideal expectations, in order to investigate differences between respondents’ pre and post experiences with a service. A total of 550 respondent visitors were interviewed during a major art exhibition, using two questionnaires delivered to two sub samples of respondents. The primary questionnaire was designed to capture recalled expectations after visitation while the parallel questionnaire captured forecast expectations prior to visitation and perceptions in the post experience phase. The findings suggest that forecast expectations were different to ideal expectations in both qualitative and quantitative ways and that these differences had important implications for perceptions of service quality. These differences can be explained, at least in part, by the way that expectations are formed and by the way that expectations are shaped by the actual visitation experience. For market researchers, the question of when and how to measure expectations has important implications for research design. Language eng Field of Research 150599 Marketing not elsewhere classified HERDC Research category C1.1 Refereed article in a scholarly journal ERA Research output type C Journal article Copyright notice ©Reproduced with the specific permission of the copyright owner. Persistent URL http://hdl.handle.net/10536/DRO/DU:30016269 Document type: Journal Article Collections: School of Management and Marketing Higher Education Research Group Open Access Collection Related Links Link Description Connect to published version (restricted access) Go to link with your DU access privileges     Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved. Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au. Versions Version Filter Type Thu, 23 Apr 2009, 10:19:32 EST Thu, 23 Apr 2009, 10:24:27 EST Thu, 23 Apr 2009, 10:32:56 EST Fri, 15 May 2009, 10:48:55 EST Thu, 11 Jun 2009, 14:14:44 EST Thu, 11 Jun 2009, 14:15:43 EST Fri, 24 Jul 2009, 14:43:41 EST Tue, 28 Jul 2009, 10:15:26 EST Wed, 18 Nov 2009, 14:21:52 EST Mon, 31 May 2010, 15:10:19 EST Filtered Full Citation counts: Cited 11 times in Scopus Search Google Scholar Access Statistics: 497 Abstract Views, 385 File Downloads  -  Detailed Statistics Created: Thu, 23 Apr 2009, 10:19:29 EST by Rachael Mackenzie

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.