Abstract
The moderating role of type of segment in the prediction of customer satisfaction. The present research tests the moderating role of type of customer segment (functional vs. hedonist) in the links from disconfirmation of expectations and affect to customer satisfaction. To this end, a field survey study was conducted using a sample of 244 customers from 39 hotels. The findings showed that the relationship between disconfirmation of expectations and customer satisfaction was greater for the functional segment than for the hedonist. In contrast, the relationship between positive affect and customer satisfaction was greater for the hedonist segment than for the functional. The paper concludes with a discussion of theoretical and managerial implications of the results.
