The Dynamics of Pre- and Post-purchase Service and Consumer Evaluation of Online Retailers: A Comparative Analysis of Dissonance and Disconfirmation Models*

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Decision Sciences Journal

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We thank the senior editor, the associate editor, and the review team for detailed suggestions that have greatly helped improve this article. We particularly thank the editor-in-chief, the senior editor, and the associate editor for their encouragement. We are indebted to Professor A. Parasuraman, James W. McLamore Chair in Marketing, University of Miami, for help with the conceptualization, and to Professor Anol Bhattacherjee, University of South Florida, for his detailed comments that have helped make the article more lucid. The research of the third author was supported in part by the National Science Foundation under grants 0916612 and 1227353. The usual disclaimer applies.