Research pertaining to return on quality is based primarily on the disconfirmation of expectation paradigm using past experience as the key predictor of future intent. This article uses perceived relative attractiveness today and tomorrow as predictors of intent. Based on the theoretical model and data sampled, the authors report three findings. First, perceived relative attractiveness today is the key driver of future intent in both business and consumer contexts. Second, in the business market, expected future relative attractiveness has no impact on customer intent. Business customers use perceived quality of past and present deliverables as the primary qualifier of future repurchase intention. Third, in the consumer market, both perceived relative attractiveness today and tomorrow have an impact on future intent. This finding implies that to uphold customer intent, managing future customer expectations is as important as maintaining relative attractiveness today.
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