Abstract:

The study explored the process through which customers assess their satisfaction with service organizations. Our theoretical analysis suggests that when a general satisfaction question appears after questions about specific domains were asked (SG order), the earlier questions increase the accessibility of both positive and negative information. In contrast, when a general satisfaction question appears prior to any other question (GS order), negative information is more accessible than positive information. On the basis of these differences in accessibility we predicted (1) greater asymmetry in the impact of positive and negative information on the general satisfaction response in the GS order, (2) higher correspondence between domain-specific satisfaction and general satisfaction in the SG order, and (3) higher levels of general satisfaction in the SG order. These predictions were supported in analyses of customers' responses in a national survey of satisfaction with the Israel Telecommunication Corporation (Bezeq).