Journal
JOURNAL OF THE ACADEMY OF MARKETING SCIENCE
Volume 38, Issue 3, Pages 288-302Publisher
SPRINGER
DOI: 10.1007/s11747-009-0152-2
Keywords
Customer satisfaction; Service quality; Asymmetric effects; Customer experience; Nonlinear structural equation modeling
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This study provides deeper insight in the link between service quality and customer satisfaction. The traditional assumption of a linear relationship is challenged by exploring asymmetries and dynamics. The simultaneous influence of service quality and customer experience on satisfaction is examined by means of nonlinear structural equation modeling. Results show that functional-utilitarian quality attributes (availability, efficiency, fulfillment, and privacy) lose their capability to delight customers as the customer relationship matures. In contrast, hedonic quality attributes (design, enjoyment, and image) only exhibit an increasing effect on satisfaction for more experienced customers. These insights are vital for service managers as they help to improve the efficiency of quality investments.
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