Explanation and Theoretical Background of the ECT Model
An ECT model illustrates the performance and expectation of a product in the market. It is a scientific analysis model that describes and emphasizes the need for consumers to predict the appropriateness of a product when they purchase or acquire it. It assists in the determination of whether a product or a service meets its desired purpose. For the model to be termed as effective, the consumers must accept the products being sold in the market by a certain firm in the market.
The expectation of performance of a product by a consumer takes place in two stages. First, there is service expectation. A consumer has anticipation on the performance of a commodity once it hits the market. He tries to evaluate if it will create the satisfaction required or desired. The consumer may have an already existing product he uses. The performance of the new product in the market will influence if he will shift to the new product or retain the usage of the old product.
Secondly there is technology expectation. The use of technology in development of a good or a service improves the performance of the product in the market. Technology is not constant. It keeps on shifting from time to time due new inventions and innovations. Consumers like to keep in pace with emerging technology and will tend to retain the usage of a product with improved technological features.
After the product is initiated into the market the actual performance and the perceived performance can be easily analyzed. Perceived service performance is the expected performance level of a product in the market. It is symbolized by the number of units sold to new entrants or customers in the market. If the products meet the consumer’s expectations, they tend to dominate the market and enjoy continued performance in the form of sales. Lack or failure to reach the desired satisfaction level by a product may have negative results to its performance in the market. This may make the consumer shift consumption to a better substitute product.
The second form of expectation is the perceived technology expectation. Technology supports the perception and adoptive trends in a consumer. The ability of a consumer to use advanced technology mediums such as the internet goes along the way in enhancing his or her adoptive intents to a product. In the event a potential buyer may see product ratings and performance level; in the internet, it might influence his perception to think the product is appropriate for his use. This may make him buy the product and derive satisfaction from it due to external indirect influence from the net. This makes technology appropriate in influencing adoptive measures to a customer.
Once the expectation and performance level have been achieved, the confirmation of the products performance by customers arises. The user’s expectations on both performance and technology of a service may have a negative or positive influence on the perceived confirmation. The outcome of performances of the product in market creates an appropriate confirmation analysis on the consumer.
After confirmation we have satisfaction. It involves the evaluation of the level of satisfaction obtained by a consumer as a result of using the availed product. The level of satisfaction which arises from the consumption of a product is termed as post-purchase satisfaction. This is possible when the product in the market meets the required level of performance through its acceptance by the consumers. If the product performance falls below the expectations of the marketers, it creates a negative performance gap to the marketing company.
The final step of a product retention and usage by a consumer involves the retention process. There is the initial intention as well as the continuance intention. Initial intention may involve a decision to consume the product for certain duration. Continuance intention entails a solid decision to continue using the availed product since it meets the desired satisfaction level expected by the consumer.