The Role of Product/Service Experience in the Satisfaction Formation Process: A Test of Moderation

Abstract

This study investigates a potential moderator of the relationship between affect and cognition and consumer satisfaction/dissatisfaction. We propose that consumer experience with the product or service category serves to alter the impact of affect and cognition on satisfaction. More specifically, for consumers who have higher levels of experience the effect of disconfirmation becomes increasingly important, while the role of affect diminishes. Consistent with this reasoning, empirical results of a field study reported here support the moderating ability of consumer experience. The findings contribute to the growing literature on the influence of situational variables on the satisfaction judgment process.