Critique of the Linear-Compensatory Approach in Customer Satisfaction Measurement: An Empirical Study

Purpose of the Study: The researchers critique the linear-compensatory combinatorial rule used in the expectancy-value model that is widely applied to explain how customers integrate attribute-level information in satisfaction judgements. Data/Methodology: The data have been collected from customers of an online travel agency. The surveys were administered via email, after their interaction with customer service advisor on telephone. The survey instrument is largely based on the SERVQUAL model, with a few additional items pertaining to the call centre context. A randomly selected sample of 626 usable responses was obtained based on completeness of data. As compared to the traditional methods, where a summary analysis of aggregated data is done, the present data analysis follows a deconstructive approach, involving assessing changes in degree of satisfaction brought about by change in each degree of performance for every quality attribute. Findings: By following a unique analytical approach to analysing survey data, the study classifies customer satisfaction as not unlike other evaluative judgements, such as morality and likableness, where summary evaluations are a result of a cumulative assessment of all attributes that constitute the particular context. Originality: This study explores the process of cognitive appraisal, which underlies the combination of varied service quality information, in the form of attributes of service quality into unitary satisfaction judgements.