How to Measure the Asymmetric Relationship Between Attribute-Level Performance and Overall Satisfaction?
Daniel RayGrenoble Ecole de Management, France
David GottelandGrenoble Ecole de Management, France
Vanessa CasacciEDF R&D, ICAME, France
Satisfaction is a key concept in marketing research and practices. There are numerous academic publications on the subject, especially concerning its role in determining customer loyalty, market share and corporate profits (Anderson and Sullivan, 1993; Fornell et al, 1996). The definition of this concept has been a subject of controversy, notably concerning its cognitive and/or affective character. Like Evrard (1993), we consider satisfaction to be a psychological state...