Surprise... Surprise..., An Empirical Investigation on How Surprise is Connected to Customer Satisfaction
AbstractThis research investigates the specific influence of the emotion ofsurprise on customer transaction-specific satisfaction. Four empiricalstudies-two field studies (a diary study and a cross section survey)and two experiments-were conducted. The results show that surprisepositively [negatively] influences satisfaction directly andindirectly (via the amplification of positive [negative] emotions),even when disconfirmation is taken into account in the model. Theamplification property of surprise and the How-do-I-feel-about-it?heuristic are believed to explain this influence. Some results alsoshow that surprised customers display higher levels of satisfactionand dissatisfaction than non surprised customers.
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Bibliographic InfoPaper provided by Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam. in its series Research Paper with number ERS-2003-005-MKT.
Date of creation: 11 Feb 2003
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satisfaction; experiment; delight; disconfirmation; surprise;
This paper has been announced in the following NEP Reports:
- NEP-ALL-2003-02-24 (All new papers)
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- Richins, Marsha L, 1997. " Measuring Emotions in the Consumption Experience," Journal of Consumer Research, University of Chicago Press, vol. 24(2), pages 127-46, September.
- Pham, Michel Tuan, 1998. " Representativeness, Relevance, and the Use of Feelings in Decision Making," Journal of Consumer Research, University of Chicago Press, vol. 25(2), pages 144-59, September.
- Westbrook, Robert A & Oliver, Richard L, 1991. " The Dimensionality of Consumption Emotion Patterns and Consumer Satisfaction," Journal of Consumer Research, University of Chicago Press, vol. 18(1), pages 84-91, June.
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