How to measure the asymmetric relationship between attribute-level performance and overall satisfaction?

Measuring the asymmetric impact of attributes on overall satisfaction is a research topic of growing interest.

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...

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