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A Longitudinal Analysis of the Impact of Service Changes on Customer Attitudes
Ruth N. Bolton and James H. Drew
Journal of Marketing
Vol. 55, No. 1 (Jan., 1991), pp. 1-9
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1252199
Page Count: 9
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The authors develop a longitudinal model of the effect of a service change on customer attitudes about service quality. The model is estimated with data from a field experiment with three survey waves. Service changes are found to have a strong influence on customer evaluations of service quality through their effect on customer perceptions of current performance and disconfirmation. The effect of disconfirmation is larger and the effect of prior attitudes is smaller directly after the service change than in a subsequent time period.
Journal of Marketing © 1991 American Marketing Association