A Longitudinal Analysis of the Impact of Service Changes on Customer Attitudes
通过纵向模型和三次调查的现场实验数据，研究了服务变化如何通过影响顾客对当前表现的感知和确认偏差来改变其对服务质量的评价。
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.