Li-Wei Mai and Mitchell R Ness
computed disconfirmation that employs measures of perceived quality and expectations and computes
disconfirmation by subtraction. A further issue is whether disconfirmation is more suitable measured in
a cross-section study or longitudinal study. In the latter approach expectations are measured prior to
service delivery while service quality is measured afterwards.
The need for firms to measure customer satisfaction has led to the use of instruments such as
customer satisfaction and purchase intentions surveys, analysis of complaints and suggestions, ghost
shopping and lost customer analysis. A study by Wilson (2002) researched the use of customer
satisfaction measurement within the retail sector. The research reveals a high degree of usage for
monitoring customer attitudes, the overall performance of the firm and to identify problem areas. Yet
more than two-thirds of firms indicated that satisfaction measures are most useful when combined with
complementary measures. Hausknecht (1990), in a review of methods of measuring customer
satisfaction/dissatisfaction, provides a taxonomy of measurement scales, which are classified as
evaluative or cognitive, emotional or affective and, behavioural or conative approaches. However,
Halstead (1989) makes the point that satisfaction is not desirable as an end but rather as a means to
understand future customer responses. Hence interest in satisfaction is linked to customer loyalty and
retention. However, satisfaction is regarded as a necessary but not a sufficient condition to lead to
repeat purchase behaviour (Van Looy et al., 1998; Bloemer and Kasper, 1995).
Satisfaction is typically measured as an overall feeling or as satisfaction with elements of the
transaction in terms of its ability to meet customers’ needs and expectations (Fornell, 1992; Zeithaml
and Bitner, 2000). Another approach employs a disconfirmation paradigm, which examines deviations
of performance from customer expectations and norms (Bearden et al., 1981).
A series of studies has further elaborated the satisfaction-loyalty relationship for products and
services, brands and retailers and considered the interaction between these (Bloemer and Lemmink,
1992). For example, Dabholkar and Thorpe (1994) employ multiple measures of both overall
satisfaction and loyalty. Bloemer and Kasper (1995) distinguish between spurious and true (brand)
loyalty and between manifest and latent satisfaction. They also provide explicit treatment of the
situation in which purchase takes place. In a study of customers of a car dealership Bloemer and
Lemmink (1992) distinguish between the satisfaction-loyalty relationship for both dealers and brands.
La Barbera and Mazursky (1983) employ a longitudinal study, which enables them to consider the
analysis of satisfaction over time, including brand-switching behaviour.
A further issue within the Q-V-S framework is the nature of the interactions between its
component constructs including direct and indirect links to behavioural intentions. In their review of
the applications Cronin et al. (2000) identify three broad approaches that reflect researchers’ interests
in different perspectives. The Value Model is typical of service value studies and specifies that
behavioural intentions are directly influenced by service value and where service value is influenced
independently by sacrifice, service quality and satisfaction or a subset of these constructs (Zeithaml,
1988; Cronin et al., 1997).
In the Satisfaction Model behavioural intentions are directly influenced by satisfaction and where
this construct is simultaneously influenced by service value and service quality, and where service
value is simultaneously influenced by sacrifice and service quality (Cronin and Taylor, 1992;
Hallowell, 1996; Oliver 1999).
A third model, the Indirect Model reflects a focus on the interaction between service quality, value
and satisfaction. Hence there are direct effects on behavioural intentions from value and satisfaction
constructs. Value is influenced directly by quality and in turn, has a direct effect on satisfaction. Hence
there are indirect effects on behavioural intentions by quality, via value and also via value and
satisfaction, and value, via satisfaction (Ennew and Binks, 1999).
Anderson et al. (1994) provide a framework for the estimation of the economic returns arising
from the delivery of consumer satisfaction. Evidence in support of the satisfaction-loyalty-profitability
relationship is provided by Heskett et al. (1994) and Hallowell (1996). Apart from the application to
individual firms, the concept has been extended, for example in the form of the American Consumer
Satisfaction Index (ACSI), to industrial sectors or economies (Fornell, 1992). Subsequently, the ACSI
inspired the development of the European Consumer Satisfaction Index (ECSI) in association with the
European Foundation for Quality Management (EFQM) and the European Academic Network for
Customer Oriented Quality Analysis (IFCF). In 1999 a pilot study was implemented in 12 European
countries (Kristensen et al., 2001; Cassel and Ekl
f, 2001)).
A related development extends the satisfaction-loyalty relationship to include profitability.
Loyalty enhances profitability through an increase in the scale and scope of the relationship with loyal
customers, lower customer recruitment costs, reduced customer price sensitivity and lower customer
servicing costs (Hallowell, 1996). However, Reinartz and Kumar (2002) warn against the assumption
that loyalty automatically promotes greater profitability. These authors test four assertions from the