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Surprise... Surprise..., An Empirical Investigation on How Surprise is Connected to Customer Satisfaction

Author

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  • Vanhamme, J.

Abstract

This research investigates the specific influence of the emotion of surprise on customer transaction-specific satisfaction. Four empirical studies-two field studies (a diary study and a cross section survey) and two experiments-were conducted. The results show that surprise positively [negatively] influences satisfaction directly and indirectly (via the amplification of positive [negative] emotions), even when disconfirmation is taken into account in the model. The amplification property of surprise and the How-do-I-feel-about-it? heuristic are believed to explain this influence. Some results also show that surprised customers display higher levels of satisfaction and dissatisfaction than non surprised customers.

Suggested Citation

  • Vanhamme, J., 2003. "Surprise... Surprise..., An Empirical Investigation on How Surprise is Connected to Customer Satisfaction," ERIM Report Series Research in Management ERS-2003-005-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    • Handle: RePEc:ems:eureri:273
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    File URL: https://repub.eur.nl/pub/273/erimrs20030211172951.pdf
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    References listed on IDEAS

    as
    1. Zaichkowsky, Judith Lynne, 1985. "Measuring the Involvement Construct," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(3), pages 341-352, December.
    2. Herman Wold, 1980. "Model Construction and Evaluation When Theoretical Knowledge Is Scarce," NBER Chapters, in: Evaluation of Econometric Models, pages 47-74, National Bureau of Economic Research, Inc.
    3. Pierre Valette-Florence, 1988. "Analyse structurelle comparative des composantes des systèmes de valeurs selon Kahle et Rokeach," Post-Print hal-02011411, HAL.
    4. Richins, Marsha L, 1997. "Measuring Emotions in the Consumption Experience," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(2), pages 127-146, September.
    Full references (including those not matched with items on IDEAS)

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    Cited by:

    1. Langerak, F. & Verhoef, P.C. & Verlegh, P.W.J. & de Valck, K., 2003. "The Effect of Members' Satisfaction with a Virtual Community on Member Participation," ERIM Report Series Research in Management ERS-2003-004-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.

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    More about this item

    Keywords

    delight; disconfirmation; experiment; satisfaction; surprise;
    All these keywords.

    JEL classification:

    • C44 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics - - - Operations Research; Statistical Decision Theory
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • M - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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