The Role of Cognition and Affect in the Formation of Customer Satisfaction - A Dynamic Perspective

Homburg C, Koschate N, Hoyer WD (2006)

Publication Type: Journal article

Publication year: 2006

Journal

Journal of Marketing American Marketing Association

Publisher: American Marketing Association

Book Volume: 70

Pages Range: 21-31

Journal Issue: 3

DOI: 10.1509/jmkg.70.3.21

Abstract

Despite the strong recognition that customer satisfaction should be viewed from a dynamic perspective, little is known about how the satisfaction judgment develops over time. Therefore, this study provides a dynamic analysis of the simultaneous influence of cognition and affect in the satisfaction formation process. The results of an experimental study based on a real consumption experience indicate that the impact of cognition on the satisfaction evaluation increases and the influence of affect decreases over time. Moreover, these effects are attenuated with inconsistent performance experiences. Finally, the study shows that the variance in customer satisfaction jointly explained by cognition and affect increases as experience accumulates. © 2006, American Marketing Association.

Authors with CRIS profile

Nicole Koschate-Fischer GfK-Lehrstuhl für Marketing Intelligence

Involved external institutions

Universität Mannheim DE Germany (DE) University of Texas at Austin US United States (USA) (US)

How to cite

APA:

Homburg, C., Koschate, N., & Hoyer, W.D. (2006). The Role of Cognition and Affect in the Formation of Customer Satisfaction - A Dynamic Perspective. Journal of Marketing, 70(3), 21-31. https://dx.doi.org/10.1509/jmkg.70.3.21

MLA:

Homburg, Christian, Nicole Koschate, and Wayne D. Hoyer. "The Role of Cognition and Affect in the Formation of Customer Satisfaction - A Dynamic Perspective." Journal of Marketing 70.3 (2006): 21-31.

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