The asymmetrical and non-linear effects of store quality attributes on customer satisfaction

In the past, very little research has been carried out into the differing roles played by various quality attributes on customer satisfaction. In addition, the vast majority of scholars consider the relationship between quality attributes and customer satisfaction to be linear. However, from the point of view of prospect theory, this relationship may be non-linear. This study begins by reviewing past research into quality attributes and customer satisfaction. An investigative study was then carried out on hypermarket customers and it was found that the relationship between most quality attributes and customer satisfaction is asymmetrical and non-linear. It was also discovered that the value function curve of prospect theory can only be used on certain one-dimensional quality attributes. The attractive quality, must-be quality, indifferent quality, and reverse quality attributes as well as some of the one-dimensional quality attributes cannot be described by the value function curve. Based on the differences in the way they affect customer satisfaction, the 43 hypermarket quality attributes were categorized in accordance with the Kano model and are presented here as a guide to relevant persons in drawing up their marketing strategies. Some implications for management are discussed and some suggestions for further research are also given.