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The research reported in this paper seeks to develop a conceptual synthesis between equity and satisfaction that ia particularly relevant for consumer services, founded upon theoretical and empirical research in consumer satisfaction/dissatisfaction and equity. Disconfirmation of equity expectations was experimentally manipulated as a means of creating consumer dissatisfaction.

Expectations for waiting time and price for an airline's services were disconfirmed or confirmed in a 4 X 4 Factorial design. Results supported the hypotheses that inequity results in dissatisfaction and reduced intentions for future use of the service. Hypotheses about the relationship of inequity and expectations about subsequent service, hOW'ever, were not supported.