Shifting Gears

Zid, Linda Abu-Shalback
March 2005
Marketing Management;Mar/Apr2005, Vol. 14 Issue 2, p5
This article discusses a study on consumer satisfaction conducted by Rebecca J. Slotegraaf and J. Jeffrey Inman. During a customer's ownership experience, attribute-level satisfaction influences overall satisfaction with product quality. The study, entitled Longitudinal Shifts in the Drivers of Satisfaction with Product Quality: The Role of Attribute Resolvability, looked for a predictable pattern underlying the shift in the weight of attribute-level drivers of satisfaction. Slotegraaf and Inman conducted the study using data from a major U.S. automobile manufacturer that tracks automobile ownership experiences during the 36-month warranty period. They found that consumers seem to punish the manufacturer for dissatisfaction with attributes that they believe should be fixed, but that they learn to live with concerns about irresolvable attributes. By conducting research to identify the perceived resolvability of different attributes, managers can better understand how attribute importance may unfold over the entire consumption period. This study is published in the August 2004 issue of the Journal of Marketing Research.


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