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

Customer 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 attractivenes...

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Bibliographic Details
Published in:Journal of retailing 2007-01, Vol.83 (1), p.147-157
Main Authors: Yim, Chi Kin (Bennett), Chan, Kimmy Wa, Hung, Kineta
Format: Article
Language:English
Subjects:
Alternative attractiveness
Beauty salons
Consumer behavior
Consumers
Consumption
Customer satisfaction
Customer satisfaction and commitment
Disconfirmation
Hypotheses
Multiple reference points
Organizational behavior
Personal relationships
Purchase intention
Quality of service
Retailing industry
Self image
Self-image congruity
Social psychology
Studies
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Summary:Customer 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).
ISSN:0022-4359
1873-3271
DOI:10.1016/j.jretai.2006.10.011