Dual Rules for Service Evaluation

Erik Rolland (), Raymond A. Patterson (), Paul R. Messinger (), Keith F. Ward () and Adam Finn ()
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Erik Rolland: The Ernest and Julio Gallo Management Program, and School of Engineering, University of California, Merced, Merced, California 95343
Raymond A. Patterson: Department of Accounting, Operations, and Information Systems, Alberta School of Business, University of Alberta, Edmonton, Alberta T6G 2R6, Canada
Paul R. Messinger: Department of Marketing, Business Economics and Law, Alberta School of Business, University of Alberta, Edmonton, Alberta T6G 2R6, Canada
Keith F. Ward: Department of Management, School of Management and Business, St. Edward's University, Austin, Texas 78704
Adam Finn: Department of Marketing, Business Economics and Law, Alberta School of Business, University of Alberta, Edmonton, Alberta T6G 2R6, Canada

Service Science, 2013, vol. 5, issue 4, 279-295

Abstract: We find evidence that customers evaluate services according to different rules depending on whether the overall service experience impression is negative or positive. The functional form by which the underlying service attributes are mapped into an overall satisfaction evaluation is compensatory in the former (negative) case and has conjunctive properties in the latter (positive) case. These findings are based on an examination of a large data set of outpatient healthcare customer satisfaction surveys. We conjecture that different cognitive processes are at work for positive versus negative service encounters.

Keywords: service analytics; service evaluation; customer satisfaction; dual processes; service management (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:inm:orserv:v:5:y:2013:i:4:p:279-295

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