Find an industry that is noted for consumer dissatisfaction.Using the concept of satisfaction, identify consumer expectationsthat aren’t being met along with describing their currentexperiences in this industry and how their experiences don’t meettheir expectations. [Here, you want to first discuss theexpectations and then, describe the actual experiences as aseparate narrative.] Then, based upon what you have justcharacterized, how could you configure a business that wouldoperate differently? Would it involve different expectations? Ifthis is the case, how would your marketing be used in changingexpectations? How would you change the consumer experience to bedifferent based upon changing their expectations, etc.? How wouldyou create a strategy involving a changing consumer?
Hint: Formally define the concept of satisfaction first byexplaining the Expectancy Disconfirmation Model of Satisfaction andalso, provide its graphic depiction.
