The Service Quality-Satisfaction Link Revisited

This study provides deeper insight in the link
between service quality and customer satisfaction. The
traditional assumption of a linear relationship is challenged
by exploring asymmetries and dynamics. The simultaneous
influence of service quality and customer experience on
satisfaction is examined by means of nonlinear structural
equation modeling. Results show that functional-utilitarian
quality attributes (availability, efficiency, fulfillment, and
privacy) lose their capability to delight customers as the
customer relationship matures. In contrast, hedonic quality
attributes (design, enjoyment, and image) only exhibit an
increasing effect on satisfaction for more experienced
customers. These insights are vital for service managers as
they help to improve the efficiency of quality investments.