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