New Insights in the Quality-Satisfaction Link : Identifying Asymmetric and Dynamic Effects

Abstract

This study explores the relationship between service quality and customer satisfaction. Building on existing literature, the link is proposed to be asymmetric in nature. Drawing on customer delight theory and opponent-process theory, we also study the dynamics of the relationship and develop an integrative perspective. Results are obtained by applying dummy variable regression and time-based cohort analysis in two different e-service settings. The findings show that functional-utilitarian quality attributes (efficiency, fulfillment, system availability, and privacy) display habituation effects over time, so that they tend to lose their capability to delight customers. In contrast, hedonistic attributes (website design, enjoyment, and image) seem to be increasingly enjoyed after initial experience with an e-service and develop customer delight capabilities in a later relationship stage. These insights are vital for e-service managers as they help to improve the efficiency of quality investments on the Internet