Review on “Expectancy Disconfirmation Theory” (EDT) Model in B2C E-Commerce

In today’s competitive e-marketplace, designing a qualified website and presenting good quality of products and services will be more successful in attracting customer satisfaction. Measuring customer’s satisfaction by an empowerment tool that has ability to cover and make relationship among all concepts that are explained above is imperative. This study focuses on a review of “Expectancy Disconfirmation Theory” (EDT) as a famous theory in measuring customer’s satisfaction. “Expectancy Disconfirmation Theory” (EDT) which is defined as an theory for measuring customer satisfaction from perceived quality of products or services is reviewed in this research for measuring customers satisfaction. Evolution of “EDT” shown this theory is able to measure quality of services and information which provided by B2C E-commerce from customer’s point of view. Moreover, review on EDT measurement methods and their strengths and weaknesses in accuracy of the results shown that Additive Difference Model (ADM) and Direct Effects Model (DEM) worked well across both standards involve customer‘s expectation and desire. Between DEM and ADM methods, when managers need information about desires and expectations DEM appears to be a good choice but it does not provide a distinct measure of the disconfirmation of customer‘s expectation and desire. In versus ADM provide a distinct measure of the disconfirmation of customer‘s expectation and desire. That’s why it is concerned by managerial issues.