The Role of Cognition and Affect in the Formation of Customer Satisfaction: A Dynamic Perspective
通过实验研究，分析了认知和情感在顾客满意度形成过程中的动态影响，发现认知的影响随时间增强，情感的影响减弱，且不一致的消费体验会削弱这些效应。
Despite the strong recognition that customer satisfaction should be viewed from a dynamic perspective, little is known about how the satisfaction judgment develops over time. Therefore, this study provides a dynamic analysis of the simultaneous influence of cognition and affect in the satisfaction formation process. The results of an experimental study based on a real consumption experience indicate that the impact of cognition on the satisfaction evaluation increases and the influence of affect decreases over time. Moreover, these effects are attenuated with inconsistent performance experiences. Finally, the study shows that the variance in customer satisfaction jointly explained by cognition and affect increases as experience accumulates.