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Service Experiences and Satisfaction Judgments: The Use of Affect and Beliefs in Judgment Formation
Author(s) -
Bickart Barbara,
Schwarz Norbert
Publication year - 2001
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1207/s15327663jcp1101_3
Subject(s) - affect (linguistics) , psychology , mood , service provider , service (business) , social psychology , assimilation (phonology) , marketing , business , communication , linguistics , philosophy
Recalling a service experience may increase the accessibility of relevant beliefs and affect an individual's temporary mood. We examine the interplay of mood and accessible beliefs in the construction of satisfaction judgments. We find that episodically recounting the specific service encounter results in assimilation effects on the satisfaction ratings of both the service provider and a competitive company. Analytically recounting the service encounter, on the other hand, results in assimilation effects for judgments of the service provider and effects in the direction of contrast for judgments of the competitive company. In this case, beliefs about the service provider appear to provide a comparison standard against which the competitive company is judged. Implications of these findings for measuring and managing consumer satisfaction are discussed.