<title>Abstract</title> This article examines the way in which confidence in expectations moderates the process of customer satisfaction formation, and whether positive disconfirmation and negative disconfirmation have asymmetric influences on satisfaction. Using structural equation analysis, the proposed...

This study investigates the dynamics of customer affection and customer trust on customer loyalty intention after cases of service failure and recovery. The results demonstrate that after customers experience service failure and recovery, customer affection has a greater influence on customer...