Rethinking expectations in non-routine service use: evidence from three Asian countries

Research on customer satisfaction within the expectancy–disconfirmation paradigm is extensive, yet two key gaps remain: (1) the transient nature of expectations, and (2) the applicability of disconfirmation theory—whether at the overall model level, at the construct level, or across markets. These issues are particularly relevant for first-time use of non-routine services, where expectations can be unstable and situational. This study examines event-like dining-out experiences in three Asian countries (Japan, India, and Vietnam) through a mixed-method design. A qualitative study using the Critical Incident Technique shows that expectations peak at the decision stage, when they are shaped by overall impressions, but shift to specific service elements as the encounter approaches. This confirms the transient nature of expectations across markets while raising doubts about the suitability of expectation levels as a construct. To test the applicability of the disconfirmation paradigm, we conducted a multi-group factor analysis. Findings indicate (1) configural invariance, (2) metric non-invariance, and (3) country-specific differences in the disconfirmation–satisfaction link. This study contributes to theory by clarifying the boundaries of the expectancy–disconfirmation paradigm: transient expectations are universal, yet their impact on satisfaction is context-dependent. Managerial implications include engaging customers before service encounters and implementing purpose-based CRM.