Longitudinal Shifts in the Drivers of Satisfaction with Product Quality: The Role of Attribute Resolvability

Abstract

Research on customer equity has reemphasized the value of understanding the factors that influence satisfaction and quality. Although research has shown that many factors influence perceptions of satisfaction and quality, it has failed to consider the potential for asymmetric effects that shift over time and are based on the attributes used to form such perceptions. Using automobile ownership experiences during the manufacturer warranty period, the authors show that as consumers approach the end of their product's warranty period, satisfaction with attributes that can be remedied (“resolvable” attributes) declines at a greater rate, yet its effect on satisfaction with product quality intensifies. In contrast, satisfaction with attributes that cannot be remedied (“irresolvable” attributes) declines at a lesser rate, and its effect on satisfaction with product quality weakens over time. The authors also discuss implications for research and customer relationship management programs.