An experimental investigation of halo effects in satisfaction measures of service attributes

Abstract

Many service firms measure satisfaction or quality on an attribute level. Halo effects between attributes have been shown to exist in many contexts mainly in social psychology and human resource management. In marketing, halo effects have been examined nearly exclusively in consumer decision making. Examines for the first time the existence of halo effects in consumer satisfaction. Employs a true experimental design. Expectations and performance of a single service attribute were manipulated and all other attribute levels were held constant. Finds the existence of strong halo effects which could have led to wrong conclusions and managerial actions in an applied context.

On‐line waiting: The role of download time and other important predictors on attitude toward e‐retailers

“…A variety of studies have also shown that increases in system response delay lead to negative affective responses, such as anxiety (Guynes, 1988;Schleifer & Amick, 1989). Additional studies have shown that system delays can negatively impact other measures such as satisfaction with the system itself (Rushinek & Rushinek, 1986;Wirtz & Bateson, 1995).…”

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“…Customer satisfaction not only maintains relationships with old customers, it is also cost-saving compared to the method of securing new customers. Moreover, through old customers' higher tendency to repeat purchase and through their positive word of mouth to win new customers, customer satisfaction has a significant effect on profit gaining power (Wirtz and Bateson, 1995). Basically, customer satisfaction is a direct factor to explain customer loyalty and is an important factor in determining customer retention and entrepreneurial profits (Shih, Chan, Chu, and Huang, 2008).…”

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