Attribute need fulfillment in product usage satisfaction

Abstract

AbstractA deprivation model analog of the effect of first‐level (attribute‐specific) and second‐level (product‐related) need fulfillment on satisfaction with a pharmaceutical information publication was tested under actual usage conditions. A sample of 156 pharmacists participated in a three‐phase study where information needs and current need fulfillment were measured in phase 1. Product usage over a one‐month interval followed in phase 2. In the final phase of the study, attribute performance, first‐ and second‐level need fulfillment, and satisfaction with the product were measured. Analysis suggested that first‐level need fulfillment was positively related to attribute performance, negatively related to the degree to which the need was previously fulfilled, and unrelated to level of overall need. Product‐level need fulfillment was a function of attribute‐level fulfillment, and satisfaction was related to product‐level fulfillment and attribute performance. A test for curvilinear trend in the fulfillment‐satisfaction association was significant, suggesting that diminishing increments to satisfaction occur in the region of overfulfillment. Some improvement in the parameters occurred when this was incorporated in the model. Implications of the findings are discussed. © 1995 John Wiley & Sons, Inc.