Abstract
PurposeThis research seeks to examine how the expectation process and its components evolve over time and purchase experience.Design/methodology/approachA longitudinal study was conducted over the period of one year using a sample of university students who were purchasing an undergraduate education. The sample was surveyed three times over the year. Structural equation analyses and regression were used to test various research hypotheses.FindingsKey findings include confirming two significantly different levels of expectations: a lower, predictive “will” level and a higher normative “should” level. Expectation antecedents change in their degree of influence on expectations, weakening over time and service purchase experience.Research limitations/implicationsThere is a need to extend the results to other service contexts.Practical implicationsThe consumer's expectation formation process changes over service purchase experience, thus indicating a need to segment on experience with the service firm.Originality/valueThe application of an expectation formation process to a longitudinal study provides the first partnership of the theoretically‐based model and longitudinal methodology.
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