[????][????][?????][?????][???]????? ???? ? ????? ??(??? ??, ???? ??, ???? ??, ?????, ?????, ????, ????? SERVQUAL, ????)

???? ??? ?? ??? ???? ?? ???? ??? ?? ?????? ????? ? ?? ???? ??? ?? ? ??. ? ???????? ??? ???(outcome)?? ?? ??? ??(process)??? ??? ? ???, ????? ???? ??? ??? ?? ???? ?? ????? ?????? ??? ???(cognitive)? ??? ??? ?? ???? ???? ??? ??? ????? ?? ????? ???? ?? ??? ????? ????? ???(affective)? ???? ???? ??? ???? ??? ????? ??? ???? ????? ?? ???? ? ? ??(???, 1996).
Bitner, Hubbert(1994), ??? Walker(1995)? ??? ?? ??? ???? ???? ??? ??? ??? ??? ??? ???. ??? ????? ?????? ???, ???? ???? ??/?????.??? ?? ??? ???? ??? ??? ??? ???? ?? ??? ??? ??? ??? ?? ???? ???? ??/?????.??? ??? ???.
??? ????? ????? ????? ??? ??? Hunt(1977)? ?????? ??? ??? ? ?????? ??????, Engel, Blackwell and Kollat(1982)? ???? ??? ??? ?? ?? ??? ???? ?????? ??? ???. ?? Wilton(1988)? ???? ?? ???? ?? ?? ?? ??? ?? ?? ??? ???(disconfirmation)? ?? ??? ???? ????? ?, ???? ??? ??? ?????? ???? ???? ???? ??????? ??? ???. ???? Churchill? Supreneat (1982)? ????? ??? ??? ??? ???? ?? ??? ??? ?? ???? ?? ???? ??? ???? ????. ????? ??? ??? ?? ???? ??? ???? ??? ??? ???? ???? ??? ????. Ostrom? Lacobucci(1995)? ????? ???? ???? ?? ?? ??? ???? ??? ???? ???, ??? ??? ???? ?? ??? ?? ??? ? ???? ????? ???? ??. Spreng, Mackenzie, Olashavsky(1996)? ?? ?? ??? ???? ??? ???? ??? ?????, Bitner? Hubbert(1994)? ???? ???? ?? ??? ???? ??? ?????(???, 1999).
????? ??? ??? ??? ? ???? ???? ???? ????. ????? ?? ?? ???? ????? ??? ??? ???? ?? ??? ?? ????. ? ??? ???? ?? ??? ??? ??, ???? ???? ??? ??? ???. ??? ???? ???? ?????, ????, ??? ??? ??? ??? ??? ????. ??? ??/???? ?? ??? ???? ?? ??? ???? ???? ???? ?? ?????. ?? ??/???? ?? ???? ??? ????? ??? ???? ??? ????? ?? ??? ?????? ?? ??? ??? ???? ???(Bolton and Drew, 1991).
Mary? Edward? ??? ?? ????? ?? ??? ??? ??? ?? ???? ??