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Article: Multiple reference effects in service evaluations: Roles of alternative attractiveness and self-image congruity

TitleMultiple reference effects in service evaluations: Roles of alternative attractiveness and self-image congruity
Authors
KeywordsAlternative Attractiveness
Customer Satisfaction And Commitment
Disconfirmation
Multiple Reference Points
Self-Image Congruity
Issue Date2007
PublisherPergamon. The Journal's web site is located at http://www.elsevier.com/locate/jretai
Citation
Journal Of Retailing, 2007, v. 83 n. 1, p. 147-157 How to Cite?
AbstractCustomer satisfaction and service evaluation research has examined the reference effect but largely adopted an expectancy-disconfirmation paradigm that focuses on referents centered on the product or service in question. This study examines two additional reference effects, alternative attractiveness and self-image congruity, and their interaction. The framework of multiple reference effects in service evaluations integrates insights from regret theory, the investment model of interpersonal relationships, and self-image congruity theory. An empirical study of a hairstyling service confirms that comparisons involving other-object and self-based reference points contribute significantly to consumer service evaluations. Self-image congruity has the most significant impact on both customer satisfaction and commitment judgments. In general, the negative effect of alternative attractiveness on both customer satisfaction and commitment becomes weaker as the level of self-image congruity increases; as long as consumers find a good fit between their self-image and the service image, they are less likely to consider alternative services. However, for consumers with high self-image congruity with the focal service, the presence of an attractive alternative may induce them to exhibit an enhancement bias or "play up" effect (i.e., report higher satisfaction with the focal service). © 2006 New York University.
Persistent Identifierhttp://hdl.handle.net/10722/177974
ISSN
2015 Impact Factor: 2.014
2015 SCImago Journal Rankings: 2.056
ISI Accession Number ID
References

 

DC FieldValueLanguage
dc.contributor.authorYim, CK(B)en_US
dc.contributor.authorChan, KWen_US
dc.contributor.authorHung, Ken_US
dc.date.accessioned2012-12-19T09:41:07Z-
dc.date.available2012-12-19T09:41:07Z-
dc.date.issued2007en_US
dc.identifier.citationJournal Of Retailing, 2007, v. 83 n. 1, p. 147-157en_US
dc.identifier.issn0022-4359en_US
dc.identifier.urihttp://hdl.handle.net/10722/177974-
dc.description.abstractCustomer satisfaction and service evaluation research has examined the reference effect but largely adopted an expectancy-disconfirmation paradigm that focuses on referents centered on the product or service in question. This study examines two additional reference effects, alternative attractiveness and self-image congruity, and their interaction. The framework of multiple reference effects in service evaluations integrates insights from regret theory, the investment model of interpersonal relationships, and self-image congruity theory. An empirical study of a hairstyling service confirms that comparisons involving other-object and self-based reference points contribute significantly to consumer service evaluations. Self-image congruity has the most significant impact on both customer satisfaction and commitment judgments. In general, the negative effect of alternative attractiveness on both customer satisfaction and commitment becomes weaker as the level of self-image congruity increases; as long as consumers find a good fit between their self-image and the service image, they are less likely to consider alternative services. However, for consumers with high self-image congruity with the focal service, the presence of an attractive alternative may induce them to exhibit an enhancement bias or "play up" effect (i.e., report higher satisfaction with the focal service). © 2006 New York University.en_US
dc.languageengen_US
dc.publisherPergamon. The Journal's web site is located at http://www.elsevier.com/locate/jretaien_US
dc.relation.ispartofJournal of Retailingen_US
dc.subjectAlternative Attractivenessen_US
dc.subjectCustomer Satisfaction And Commitmenten_US
dc.subjectDisconfirmationen_US
dc.subjectMultiple Reference Pointsen_US
dc.subjectSelf-Image Congruityen_US
dc.titleMultiple reference effects in service evaluations: Roles of alternative attractiveness and self-image congruityen_US
dc.typeArticleen_US
dc.identifier.emailYim, CK(B): yimbck@hkucc.hku.hken_US
dc.identifier.authorityYim, CK(B)=rp01122en_US
dc.description.naturelink_to_subscribed_fulltexten_US
dc.identifier.doi10.1016/j.jretai.2006.10.011en_US
dc.identifier.scopuseid_2-s2.0-33846333579en_US
dc.identifier.hkuros128942-
dc.relation.referenceshttp://www.scopus.com/mlt/select.url?eid=2-s2.0-33846333579&selection=ref&src=s&origin=recordpageen_US
dc.identifier.volume83en_US
dc.identifier.issue1en_US
dc.identifier.spage147en_US
dc.identifier.epage157en_US
dc.identifier.eissn1873-3271-
dc.identifier.isiWOS:000244630100011-
dc.publisher.placeUnited Kingdomen_US
dc.identifier.scopusauthoridYim, CK(B)=15770531500en_US
dc.identifier.scopusauthoridChan, KW=54683642600en_US
dc.identifier.scopusauthoridHung, K=15769295600en_US

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