An Investigation of the Relationship Between Level of Satisfaction and Processing Intensity

Abstract

There is some evidence that the relationships among consumer satisfaction and dissatisfaction (CS/D) constructs differ from one group to another, and few researchers have explicitly considered that within their empirical studies such differences may exist. The present research examines the extent to which processing (intensity" (conceptualizes as the ongoing use of expectations in post-experience processing) is systematically associated with different levels of CS/D. This research is based on the convergence of two streams of literature: investigations of the dimensionality of CS/D and attempts to model satisfaction formation processes. The results of two empirical studies are used to address the issue of differential processing. Study 1 examines these relationships using data collected from 377 consumers of a highly-involving service, the interstate movement of household goods. Study 2 examines these relationships using data from 187 consumers of student advising services. Results indicate that while differential processing may occur, such differences are only partially congruent with the results of previous researchers.