Surprise... Surprise..., an Empirical Investigation on How Surprise is Connected to Customer Satisfaction
EDHEC Business School - Department of Marketing
November 2003 2,
ERIM Report Series Reference No. ERS-2003-005-MKT
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.
Number of Pages in PDF File: 60
Keywords: surprise, satisfaction, disconfirmation, delight, experiment
JEL Classification: M, M31, C44, M39, D12
Date posted: May 27, 2003
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