This paper proposes a probability model to explore the dynamic process of customer\ s satisfaction. Bases on expectation disconfirmation theory, the satisfaction is constructed with customer\ s expectation before buying behavior and the perceived performance after purchase. The experiment method is designed to measure expectation disconfirmation effects and we also use the collection data to estimate the overall satisfaction and model calibration. The results show good fitness between the model and the real data. This model has application for business marketing areas in order to manage relationship satisfaction.
expectation disconfirmation theory, customer’s satisfaction, stochastic model