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The qualitative satisfaction model

The qualitative satisfaction model Notes that the premiss of all efforts to achieve customer satisfaction is the basic assumption that customer satisfaction leads to customer loyalty. Although this thesis sounds reasonable, empirical studies indicate that satisfaction often is only a weak indicator of customer loyalty. This can partly be explained by shortcomings in satisfaction measurement. In applying unidimensional rating scales, it is assumed that customers who give the same satisfaction score also experience the same emotions, cognitions and intentions. This assumption is questionable, for satisfaction also has a qualitative dimension. Presents a qualitative satisfaction model, which results in five different qualitative satisfaction types with different patterns of emotions, cognitions and intentions. Results from an empirical study suggest that these satisfaction types imply different levels of the risk that even satisfied customers terminate a business relationship and switch to competitors. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Service Industry Management Emerald Publishing

The qualitative satisfaction model

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References (16)

Publisher
Emerald Publishing
Copyright
Copyright © 1997 MCB UP Ltd. All rights reserved.
ISSN
0956-4233
DOI
10.1108/09564239710185424
Publisher site
See Article on Publisher Site

Abstract

Notes that the premiss of all efforts to achieve customer satisfaction is the basic assumption that customer satisfaction leads to customer loyalty. Although this thesis sounds reasonable, empirical studies indicate that satisfaction often is only a weak indicator of customer loyalty. This can partly be explained by shortcomings in satisfaction measurement. In applying unidimensional rating scales, it is assumed that customers who give the same satisfaction score also experience the same emotions, cognitions and intentions. This assumption is questionable, for satisfaction also has a qualitative dimension. Presents a qualitative satisfaction model, which results in five different qualitative satisfaction types with different patterns of emotions, cognitions and intentions. Results from an empirical study suggest that these satisfaction types imply different levels of the risk that even satisfied customers terminate a business relationship and switch to competitors.

Journal

International Journal of Service Industry Management – Emerald Publishing

Published: Aug 1, 1997

Keywords: Banking; Customer loyalty; Customer satisfaction

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