Asymmetric relationship between attribute performance and customer satisfaction: A new perspective

The objectives of this study were two-fold. First, this inquiry attempted to provide additional support to the studies conceptualizing the relationship between attribute-level performance and overall satisfaction as non-linear or asymmetric. Second, the study aimed to provide an explanation to the observed asymmetry, thus addressing the gap in the previous research in the area. Asymmetric response of customer satisfaction to different types of attribute performance was tested and interactions between attributes were examined as an explanation for the observed asymmetry. Results of the study confirmed the non-linear nature of the customer satisfaction function. Moderating effects of attribute type explained the asymmetrical relationships between attribute performance and customer satisfaction, thereby providing theoretical rationalization to the observed, but often ignored, phenomenon.