The Standards Issue in CS/D Research: A Historical Perspective

Authors

  • Robert B. Woodruff The University of Tennessee
  • D. Scott Clemons The University of Tennessee
  • David W. Schumann The University of Tennessee
  • Sarah F. Gardial The University of Tennessee
  • Mary Jane Burns The University of Tennessee

Abstract

This paper explores the nature and treatment of standards of comparison in past consumer (dis)satisfaction research. Several dimensions of standards are discussed (i.e., type/source, nature, level, and perceptual distinctiveness) which serve to differentiate between standards. Based on these dimensions, the implications of using different standards on interpreting CS/D data, CS/D measurement, diagnosing CS/D information, and CS/D theory are discussed.

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Published

2022-08-03

Issue

Vol. 4 (1991): The Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior

Section

Journal Articles

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