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Dual Rules for Service Evaluation

Author

Listed:
  • Erik Rolland

    (The Ernest and Julio Gallo Management Program, and School of Engineering, University of California, Merced, Merced, California 95343)

  • Raymond A. Patterson

    (Department of Accounting, Operations, and Information Systems, Alberta School of Business, University of Alberta, Edmonton, Alberta T6G 2R6, Canada)

  • Paul R. Messinger

    (Department of Marketing, Business Economics and Law, Alberta School of Business, University of Alberta, Edmonton, Alberta T6G 2R6, Canada)

  • Keith F. Ward

    (Department of Management, School of Management and Business, St. Edward's University, Austin, Texas 78704)

  • Adam Finn

    (Department of Marketing, Business Economics and Law, Alberta School of Business, University of Alberta, Edmonton, Alberta T6G 2R6, Canada)

Abstract

We find evidence that customers evaluate services according to different rules depending on whether the overall service experience impression is negative or positive. The functional form by which the underlying service attributes are mapped into an overall satisfaction evaluation is compensatory in the former (negative) case and has conjunctive properties in the latter (positive) case. These findings are based on an examination of a large data set of outpatient healthcare customer satisfaction surveys. We conjecture that different cognitive processes are at work for positive versus negative service encounters.

Suggested Citation

  • Erik Rolland & Raymond A. Patterson & Paul R. Messinger & Keith F. Ward & Adam Finn, 2013. "Dual Rules for Service Evaluation," Service Science, INFORMS, vol. 5(4), pages 279-295, December.
    • Handle: RePEc:inm:orserv:v:5:y:2013:i:4:p:279-295
    DOI: 10.1287/serv.2013.0059
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