Reconsidering Nonlinearity and Asymmetry in Customer Satisfaction and Loyalty Models: An Empirical Study in Three Retail Service Settings

Reconsidering Nonlinearity and Asymmetry in Customer Satisfaction and Loyalty Models: An... The use of symmetric linear functional forms to describe the relationships among customer evaluative judgments is omnipresent in services research. However, according to several researchers, the use of symmetric linear functions to model the relationships among customer evaluative judgments leads to serious model misspecification. Although several asymmetric nonlinear functional forms have been proposed, only modest empirical evidence is available on the superiority of these more complex model specifications. Based on a formal empirical comparison in multiple service settings, we find that asymmetric nonlinear functions do not possess superior explanatory power compared to symmetric linear functional forms. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Letters Springer Journals

Reconsidering Nonlinearity and Asymmetry in Customer Satisfaction and Loyalty Models: An Empirical Study in Three Retail Service Settings

Marketing Letters, Volume 15 (3) – Dec 16, 2004

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Publisher
Springer Journals
Copyright
Copyright © 2004 by Kluwer Academic Publishers
Subject
Business and Management; Marketing
ISSN
0923-0645
eISSN
1573-059X
DOI
10.1023/B:MARK.0000047387.12609.23
Publisher site
See Article on Publisher Site

Abstract

The use of symmetric linear functional forms to describe the relationships among customer evaluative judgments is omnipresent in services research. However, according to several researchers, the use of symmetric linear functions to model the relationships among customer evaluative judgments leads to serious model misspecification. Although several asymmetric nonlinear functional forms have been proposed, only modest empirical evidence is available on the superiority of these more complex model specifications. Based on a formal empirical comparison in multiple service settings, we find that asymmetric nonlinear functions do not possess superior explanatory power compared to symmetric linear functional forms.

Journal

Marketing LettersSpringer Journals

Published: Dec 16, 2004

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