If expectations of a product are greater than performance, consumers are likely to be dissatisfied with the good or service, and are likely to engage in negative word-of-mouth communications about the good or service and firm switching behavior.

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If expectations of a product are greater than performance, consumers are likely to be dissatisfied with the good or service. These consumers are expected to engage in negative word-of-mouth communications about the good or service as well as firm switching behavior.

If Expectations of a Product Are Greater Than Performance, Consumers