Order Effects in Customer Satisfaction Modelling
Loading...
No Access Until
Permanent Link(s)
Collections
Other Titles
Abstract
This research examines the effects of question order on the output of a customer satisfaction model. Theory suggests that locating product attribute evaluations prior to overall evaluations of satisfaction and loyalty should increase the impact of performance drivers in the model, explain more variation in the overall evaluations, and make positive satisfaction and loyalty evaluations more extreme. Our results show that, although customers′ overall evaluations are more extreme and better explained when provided after attribute evaluations, the impact of satisfaction drivers is relatively unaffected. Consistent with expectations, question order does affect the explained variation in satisfaction and the levels of satisfaction and loyalty. Implications for satisfaction modelling are discussed.
Journal / Series
Volume & Issue
Description
Sponsorship
Date Issued
2003-03-01
Publisher
Keywords
order effect; customer satisfaction; loyalty; polarization; temporarily accessible; PLS; critical incident technique (CIT)
Location
Effective Date
Expiration Date
Sector
Employer
Union
Union Local
NAICS
Number of Workers
Committee Chair
Committee Co-Chair
Committee Member
Degree Discipline
Degree Name
Degree Level
Related Version
Related DOI
Related To
Related Part
Based on Related Item
Has Other Format(s)
Part of Related Item
Related To
Related Publication(s)
Link(s) to Related Publication(s)
References
Link(s) to Reference(s)
Previously Published As
Government Document
ISBN
ISMN
ISSN
Other Identifiers
Rights
Required Publisher Statement: © Taylor & Francis. Final version published as: Auh, S., Salisbury, L. C., & Johnson, M. D. (2003). Order effects in customer satisfaction modelling. Journal of Marketing Management, 19(3-4), 379-400. doi:10.1080/0267257X.2003.9728215Reprinted with permission. All rights reserved.
Rights URI
Types
article