Longitudinal Shifts in the Drivers of Satisfaction with Product Quality: The Role of Attribute Resolvability

Research on customer equity has reemphasized the value of understanding the factors that influence satisfaction and quality. Although research has shown that many factors influence perceptions of satisfaction and quality, it has failed to consider the potential for asymmetric effects that shift over...

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Bibliographic Details
Published in:Journal of marketing research 2004-08, Vol.41 (3), p.269-280
Main Authors: Slotegraaf, Rebecca J., Inman, J. Jeffrey
Format: Article
Language:English
Subjects:
Automobiles
Brand names
Brands
Customer relationship management
Customer satisfaction
Customer services
Customers
Equity
Influence
Marketing
Marketing strategies
Modeling
Perceptions
Personal computers
Product quality
Quality management
Statistical analysis
Statistical interpretation errors
Studies
Vehicles
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Summary:Research on customer equity has reemphasized the value of understanding the factors that influence satisfaction and quality. Although research has shown that many factors influence perceptions of satisfaction and quality, it has failed to consider the potential for asymmetric effects that shift over time and are based on the attributes used to form such perceptions. Using automobile ownership experiences during the manufacturer warranty period, the authors show that as consumers approach the end of their product's warranty period, satisfaction with attributes that can be remedied ("resolvable" attributes) declines at a greater rate, yet its effect on satisfaction with product quality intensifies. In contrast, satisfaction with attributes that cannot be remedied ("irresolvable" attributes) declines at a lesser rate, and its effect on satisfaction with product quality weakens over time. The authors also discuss implications for research and customer relationship management programs.
ISSN:0022-2437
1547-7193
DOI:10.1509/jmkr.41.3.269.35989