Abstract
The purpose of this research was to identify the key determinants that evoke consumer dissatisfaction with footwear, within the framework of the expectancy-disconfirmation paradigm. Particular attention was directed towards the pre-purchase decision-making factors and post-purchase wearing behaviour. Thirteen participants were recruited through the snowball sampling method and data were collected from in-depth interviews with each participant. This study identified six external variables and three internal factors in the pre-purchase stage that affect consumer expectations for footwear product performance. In the post-purchase stage, results revealed that consumers make a continuous compromise between the ideal and reality and paradigm shifts may occur regarding consumer satisfaction. The findings of this study urge the footwear industry to recognise fundamental issues with the current system of mass production and exploit innovative solutions to provide quality products and services to consumers who are not yet satisfied.
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