The Relative Influence of Affective and Cognitive Factors in Determining Service Encounter Satisfaction

Abstract

This study reports an empirical examination of the relative influence of affective and cognitive factors in determining service encounter satisfaction. For services characterized by credence qualities, it was suggested that affective responses would dominate the determination of satisfaction. Two groups of subjects were manipulated to receive cues consistent with either a positive affective response or a neutral affective response to a physician. Results suggest that affective responses influence perceptions of performance in both groups, but the satisfaction processes in the cognitive group are driven more by disconfirmation judgements as expected. Theoretical and managerial implications are discussed.