Professional Documents
Culture Documents
4E-Satisfaction Bias
4E-Satisfaction Bias
Confirmation, Misattribution,
Availability
Confirmation Bias
Evidence
Time
100 black people
20 80
aggressive non-aggressive
Importance of First Impressions
Confirmation Bias
• Confirmation
– post-purchase information search
– blind taste tests
• Error of Attribution
– blame people/firms for bad outcomes, when
these are actually due to external causes
Biases in Satisfaction Judgments
• Confirmation
– post-purchase information search
– blind taste tests
• Error of Attribution
– blame people/firms for bad outcomes, when these are actually
due to external causes
• Availability
– vivid/recent experiences have greater impact on satisfaction
than complete history of past experiences
Complaints as Opportunity?
• Accept responsibility
• Quick action, e.g.,
– replacement
– repair
– refund
– exchange
• Exceed compensation
expectations
Recovered Complaint
=> Higher Satisfaction + Positive Word-of-Mouth
Customer Satisfaction
Repeat Purchase
(Loyalty)