TITLE:

Asymmetric relationship between attribute performance and customer satisfaction: A new perspective

ارتباط نامتقارن بین عملکرد ویژگی و رضایت مشتری: چشم انداز جدید

abstract:

The objectives of this study were two-fold. First, this inquiry attempted to provide additional support to
the studies conceptualizing the relationship between attribute-level performance and overall
satisfaction as non-linear or asymmetric. Second, the study aimed to provide an explanation to the
observed asymmetry, thus addressing the gap in the previous research in the area. Asymmetric response
of customer satisfaction to different types of attribute performance was tested and interactions between
attributes were examined as an explanation for the observed asymmetry. Results of the study confirmed
the non-linear nature of the customer satisfaction function. Moderating effects of attribute type
explained the asymmetrical relationships between attribute performance and customer satisfaction,
thereby providing theoretical rationalization to the observed, but often ignored, phenomenon.